Path Partners with Adplus for Ad Inventory Marketing

The social media service Path takes Adplus as the exclusive partner for advertising inventory marketing on its platform. This appointment was mentioned because of Adplus' experience in the digital advertising sector. Interestingly, Adplus and Path are now both owned by South Korean companies. Path acquired Cocoa, while Adplus by Yello Mobile.

It is not easy for social media companies to gain advertising in the midst of the dominance of Facebook and Google. Twitter just stuck in this competition. Path is trying to take advantage of its advantage on the side engagement as closed social media, especially for Indonesian consumers. Indonesia now has the largest number of Path users in the world with more than 10 million users in Indonesia.

Previously Path launched an advertising platform PathTrack, but the partnership with Adplus shows they need the help of digital agencies in this sector.

Apart from advertising, Path's source of monetization is sales gimmick digitally in the form of photo filters and stickers. Despite its popularity, Path's digital revenue has not been significant. Based on data from the Top Grossing App Store in Indonesia, Path is only in the 99th position, a far cry from LINE and Bigo Live.