Indosat announced at Mobile World Congress yesterday the launch of Indonesia Mobile Exchange, or IMX.
IMX is a joint venture digital mobile-first Real-Time Bidding (RTB) Advertising Exchange in partnership with Smaato, a global mobile RTB Ad Exchange.
According to details divulged in a press release, Indosat’s existing mobile advertising offering, i-klan, which currently sits within its Digital Services unit, will become part of the joint venture.
IMX’s digital mobile advertising exchange will facilitate a portal that enables both local and global advertisers to connect with leading publishers in Indonesia and provide targeted programmatic advertising to Indonesian consumers. Indonesia is one of the leading digital advertising markets in the world in terms of number of impressions with double digit growth forecast for the foreseeable future.
“Digital advertising represents an important avenue of new business as we look for opportunities beyond our core services to support our customers’ digital lifestyles,” says Dr. Nasser Marafih, Group CEO of Ooredoo. “Currently 25% of our customers actively use mobile content services and Indosat’s partnership with a leading global player like Smaato helps us to build products and capabilities that better serve both business customers and consumers alike. As smartphone use across our footprint increases we intend to extend this approach to the other markets that we operate in.”
