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PubMatic launches programmatic rich media marketplace in Indonesia

PubMatic, the publisher-focused sell-side platform for an open digital media future, has partnered with premium Indonesian publishers Kapanlagi Youniverse, Kompas Gramedia, IDNTIMES, Tempo, Viva and KASKUS Networks to create a rich media marketplace that provides advertisers with high-impact rich media advertising at scale, with guaranteed delivery in a trusted and brand-safe environment.

Through this premium marketplace, PubMatic is providing advertsiers with access to high-impact inventory that was previously available primarily via long-tail channels. The rich-media units are available across both mobile and desktop, and include interscrollers, expandables and skins along with publisher-specific formats such as the Kompas L-shaped unit.

These formats offer high levels of customization, viewability and impact that are increasingly in demand by advertisers today.

The first key agency partner of the rich media marketplace is Mindshare Indonesia. Its ULTRA trading unit, created specifically for Unilever in 2016, is already running several high-impact campaigns for the global brand.

“Unilever faced some key challenges in Indonesia when planning and buying high-impact formats. Firstly, there was a lack of rich media inventory locally available in a trusted premium publisher marketplace. Secondly, they experienced a lack of technical support when troubleshooting PMPs and had issues with discrepancies,” said Larry Asalim, Digital Associate Partner, Mindshare.

Mr Asalim added, “Lastly, scale was an issue, as they had no guarantees on securing the necessary volumes of impressions. We are excited about PubMatic’s rich media marketplace and their premium publisher partners, as it solves all these challenges.”

PubMatic partners with the top premium Indonesian publishers that have rapidly adopted programmatic and are increasingly sophisticated with their use of the latest automation technologies, including PMP-G.

Combining the efficiency of OpenRTB with the transparency and ability to forecast direct sold campaigns, PubMatic’s rich media marketplace facilitates the growing need for data-driven decisioning while allowing advertisers and publishers to delight consumers with highly-viewable and engaging ad formats.

“Indonesian publishers have really embraced programmatic, and I would say we’re pretty advanced in the region. However, programmatic is still seen as a performance channel for many advertisers, despite more and more brand spend shifting over,” said Moch Ainur Rifki, Vice GM, Marketing Digital and Print, Kompas Gramedia.

“At Kompas Gramedia, we’re increasingly focused on capturing brand spend through high-impact ad units within our premium and brand safe content. Being part of the rich media marketplace not only allows us to appeal to these advertisers, but through using programmatic guaranteed – which delivers high fill-rates – we can accurately manage our inventory, which is a huge benefit,” Mr Rifki explained.

PubMatic Chief Revenue Officer, APAC, Jason Barnes, added that as brand advertisers increasingly shift their budgets to programmatic channels, the demand for high-impact, engaging formats is on the rise. Through private marketplace (PMP) guaranteed deals, also known as PMP-G, the rich media marketplace creates a simple and seamless workflow where advertisers can achieve guaranteed fill-rates for their campaigns across a curated list of Indonesia’s leading publishers.

“As a powerhouse within Southeast Asia, Indonesia’s large population, bourgeoning middle class and rapid mobile adoption has seen the country become a huge growth opportunity for brands. Our goal is to enable digital publishers to take hold of this opportunity and better monetise their advertising inventory, while providing brands like Unilever with innovative and high-impact programmatic solutions,” Mr Barnes said.