Indosat, Smaato Launch IMX for Real Time Ads Spot Bidding

Indosat, Indonesia’s third largest mobile telecommunication operator based on customer size, has teamed up with Smaato, a company offering advertising tools for mobile publishers and developers, to launch an advertising spot bidding platform for local and international advertisers.

Indonesia Mobile Exchange (IMX) allows advertisers to connect with publishers which provide mobile advertising spots and bid for the spots in real time.

“This Exchange platform can reach out all cellular customers. We start it by cooperating directly with Indonesian leading publishers, such as the Indonesia Digital Association [IDA] members,” said IMX chief executive Citra Agus in Jakarta.

IDA members include Indonesia’s oldest online news site Detik.com, and Viva.co.id, the online news portal unit of Visi Media Asia.

IMX will allow publishers to monetize their mobile platforms better with advertisers from Indonesia and abroad. Meanwhile, advertisers should better targets their customers based on mobile customers’ behavior, Citra said.