Telkomsel is the largest telecommunications company in all of Indonesia. Roughly 66% or 168 million of the country’s 260 million citizens have a mobile phone connected with Telkomsel. This level of market penetration comes with an invaluable set of data. However, Telkomsel was not fully utilizing their data and inventory.
Before their partnership with Unilever, Telkomsel DigiAds was still manually selling their inventory through direct buys. Not only was this cumbersome, but it was not maximizing the data Telkomsel had access to.
Together with Unilever, Telkomsel DigiAds began a partnership that would co-create a programmatic roadmap. Telkomsel would open up programmatic advertising across its suite of products and Unilever would be the first advertiser on each channel.
This lead to the country’s first to access programmatic inventory for Telkomsel DigiAds products like Offdeck (first view in browser) and MaxStream (OTT).