Telkom Indonesia’s subsidiary Metra Digital Media (MDMedia), which focuses on digital communications and advertising, has launched a ‘programmatic advertising’ platform that it says leverages telco data to deliver more targeted digital ads.
The new platform, called AdXelerate, is a demand-side platform (DSP) service that enables digital advertisers to buy ads more quickly and automatically match them for optimum placement across multiple publishers.
According to Telkom, AdXelerate leverages big-data analytics to build comprehensive audience profiles and optimise ads in milliseconds based on performance. The DSP platform is also able to re-target ads by harnessing learning analytics to sharpen target audience segmentation, the company said.
At AdXelerate’s official launch on Thursday, MDMedia president director Arif Prabowo said the platform also benefits by using datasets from Telkom’s fixed and mobile operations.
“This service can help advertisers face modern challenges in today's digital marketing by analyzing insights from diverse telco data,” he said in a statement. “Through the use of AdXelerate, advertisers can provide optimal, effective, and efficient results.”
Prabowo added that the platform is designed to comply with privacy regulations under Indonesia’s Personal Data Protection (PDP) law.