Indosat, a member of the Ooredoo Group, Tuesday announced at the ongoing Mobile World Congress the launch of the Indonesia Mobile Exchange (IMX), a joint venture digital mobile-first Real-Time Bidding (RTB) Advertising Exchange which is brought to market in partnership with Smaato, a leading global mobile RTB Ad Exchange.
Indosat's existing mobile advertising offering, i-klan, which currently sits within its Digital Services unit, will become part of the joint venture. IMX will continue to be supported by Indosat's Digital Services Unit, which also focuses, among other offerings, on mobile commerce and mobile payment solutions. 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. IMX will leverage Indosat's reach in Indonesia through its 55 million mobile customers.
Digital advertising represents an important avenue of new business as we look for opportunities beyond our core services to support our customers' digital lifestyles. 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.
Ragnar Kruse, Smaato's founder and CEO
Indonesia, with its large population and high advertising spend, is one of the most important markets for Smaato globally. I believe that a combination of our world-class platform and Indosat's strong in-market reach will help us create effective digital advertising solutions for both local and international brands. It will not only help local online companies to control and maximize the value of their advertising inventories, but also significantly improve returns on investment in advertising.
Alexander Rusli, Indosat's President Director & CEO
Indosat has been passionate about creating a strong digital services ecosystem in Indonesia for many years. Mobile advertising, mobile commerce and mobile payments are all critical components of this ecosystem as they revolutionize the way companies interact with consumers. With the Smaato partnership we can help connect smart and meaningful advertising to Indonesian consumers at a scalable size and with faster speed. This will help businesses improve their online reach and impact in a much more cost effective way while also providing customers with more targeted and personal content. We are excited about the opportunities ahead!.
