Telkom, WPP Media forge data-driven alliance to advance ID's digital advertising

Telkom Indonesia and WPP Media Indonesia have signed a letter of intent to formalise a strategic partnership aimed at shaping the future of the country’s digital advertising landscape.

The collaboration, centred around Telkom’s flagship AdXelerate platform, seeks to advance innovation in data-driven advertising and strengthen Indonesia’s digital ecosystem through the use of telco and market datasets.

The agreement was inked at AdXelerate Executive Connect, hosted by Metra Digital Media (MDMedia), a Telkom subsidiary. Themed “Data-driven excellence: Unlocking Indonesia’s digital advertising potential to enable sovereignty”, the event underscored the role of data-led strategies in building an independent, impactful, and sustainable digital advertising ecosystem. 

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“This partnership represents a pivotal step in shaping the future of Indonesia’s digital advertising industry. By combining Telkom’s technological strengths with WPP Media’s expertise in data, insights, and performance-driven media, we’re redefining what effective advertising looks like - moving from impression-based metrics to measurable business outcomes,” said Sri Widowati, CEO of WPP Media Indonesia.

“Our goal is to empower businesses with smarter, insight-led strategies rooted in local relevance, and to help position Indonesia as a global leader in data-driven marketing innovation,” she added. 

AdXelerate - recognised as Indonesia’s first telco data-based programmatic advertising platform - leverages big data analytics from over 150 million verified Telkomsel subscribers and local publishers to help brands reach audiences more accurately and efficiently. The platform aims to create more relevant and impactful ad placements across national and regional media.

Dian Siswarini, president director of Telkom, reaffirmed the company’s commitment to strengthening Indonesia’s digital foundations. “We understand that the foundation of any strong digital ecosystem is reliable infrastructure. Telkom is committed to continuously providing digital infrastructure capable of reaching various segments of society,” she said.

Digital advertising is one of the engines of national digital economic growth, Siswarini added. “AdXelerate is our digital solution to address this opportunity. This platform can make it easier for businesses to reach the right target audience for advertising, thereby increasing sales.” 

Seno Soemadji, Telkom’s director of strategic business development and portfolio, highlighted how data-driven advertising is transforming marketing into a measurable science. 

“We are witnessing how the advertising landscape continues to change, where decisions are no longer based on intuition but supported by the power of big data, including in digital marketing,” he said. “AdXelerate serves as a platform for collaboration that unites the power of data, technology, and the TelkomGroup ecosystem.”

Veranita Yosephine, Telkom’s director of enterprise and business service, said AdXelerate empowers businesses nationwide with data-driven marketing capabilities and digital solutions accessible across industries.

The event also featured a panel discussion, “Data-driven decision: Leveraging first party data for strategic decision”, which brought together Widowati, Arief Pradetya (VP of digital advertising, wholesale and interconnect, Telkomsel), and a representative from Unilever. The panel explored how first-party data can enhance campaign effectiveness, ensure compliance with data protection laws, and link offline and online activities through closed-loop marketing - creating more efficient and measurable campaigns.

With Indonesia’s digital advertising market projected to reach IDR 140 trillion (US$8.5 billion) by 2028 at an 11% CAGR, the Telkom-WPP Media collaboration aims to help brands navigate the next wave of data-led transformation. Through AdXelerate, both companies reaffirm their commitment to building a secure, transparent, and performance-driven digital ecosystem that strengthens Indonesia’s position in the regional marketing arena.

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