Telkom Launches Ad-Inventory Platform "Tanah Air Digital Exchange"

PT Telekomunikasi Indonesia Tbk (Telkom) officially launched the Indonesia Digital Exchange (TADEX) advertising inventory platform. This is the collaboration between two of Telkom's subsidiaries, Telkomsel and Metranet, along with the Press Council, Task Force Media Sustainability, and the Advertising Association.

In the virtual launch, President Joko Widodo believes TADEX will add up value into the Indonesian digital advertising industry. TADEX is also expected to open up new opportunities for advertisers, publishers, marketers, and other stakeholders.

"TADEX' launching is an important momentum to deliver new leaps to encourage a better Indonesian digital ecosystem and become the largest in Southeast Asia," he said.

Meanwhile, Telkom's President Director Ririek Adriansyah believes that advertising will not lost its market even though people's purchasing power is weakening in the current economic situation. In fact, she notices shifting in the need for advertising through digital platforms.

"We are committed to supporting various ecosystems through optimizing digital technology. This is all in line with our efforts to transform into a digital telecommunications operator (digico) in Indonesia," Ririek said.

On the other hand, the Chairman of the Indonesian Press Council, Mohammad Nuh, considered that TADEX can raise awareness of data as an essential asset this generation should manage properly. "We expect that TADEX can create a healthy digital advertising industry, therefore, it can contribute to a national press ecosystem that is friendly to readers, especially in terms of content experience," she said.

Supported by big data analytic

The TADEX platform is said to be the first platform to present the premium programmatic advertising publisher in Indonesia. The company mentioned, there are three excellent features offered.

First, this platform is connected to Telkom Group's big data analytics, which is said to be able to boost advertising effectiveness. Second, TADEX provides a wide selection of digital advertising medium categories, ranging from SMS, MMS, applications, and websites from trusted publishers.

Third, TADEX allows users to personalize ads extensively. All of these features are expected to drive targeted advertising and reach a broader range of users and ad recipients.

Supported by Telkom Group's big data analytic system, TADEX is claimed to be able to offer great scalability and impact as it provides various kinds of inventories that allow advertising content to be broadcast widely and on target.

Brand owners or media agencies can find the services they need with a variety of quality inventory. All inventories are owned by media publishers who have been verified by the Press Council.

"We are trying to create access and optimizing digital potential in various industrial sectors. This is a continuation of Telkomsel's business transformation which is our basis for presenting products and services to meet people's digital lifestyles," Telkomsel's President Director, Hendri Mulya Syam said.

Hendri said, TADEX can help advertisers optimize their ad campaigns, from traffic, placement, to delivery time , therefore, they can connect with the right segments. By leveraging data, TADEX generates comprehensive insights that advertisers can use for target profiling.

Previously, Nielsen said that the digital advertising prospect in Indonesia is expected to increase in 2021. Referring to the data in 2020, advertising in the digital space increased by four times compared to the previous year. One of the factors is said that advertisers have shifted their budget to digital during the Covid-19 pandemic.

–Original article is in Indonesian, translated by Kristin Siagian