Embrace The Trade Desk, Gojek Want to Give In-Depth “Insights” to Advertisers

Gojek announced a partnership with US-based advertising company “The Trade Desk” to create links between ads Programmatic and real transactions that occur directly offline. The goal is to understand the deepest impact of digital advertising on sales offline. So far, there have actually been many methodologies that have been applied, but there are still unanswered questions.

VP Merchant Research & Analytics Gojek Pulkit Khanna explained, this understanding is considered to be able to increase the efficiency of marketing decision making to encourage rapid business growth. In line with the company's mission to overcome friction (barriers) in everyday life by connecting consumers to the best providers of goods and services on the market.

“Through this collaboration, advertisers on the TTD (The Trade Desk) platform can take advantage of the understanding gained from the platform Gojek to measure and increase the effectiveness of its marketing campaigns," he said in an official statement.

Further explained, Gojek will measure the impact of the ad online using actual in-store transactions, not data-based cookie. Then link the transaction online nor offline in app Gojek with the advertising solutions provided by TTD.

The impact seen from this solution is in-app purchases Gojek, such as food delivery service GoFood, and transactions on merchant who accept GoPay payments.

From there, marketers can relate the correlation between sales and the ad campaign in question. Then take advantage of attribution offline to get an analysis of the effectiveness of the campaign.

This partnership is claimed to be a revolutionary solution because it has never been used by any party in the measurement of O2O in Southeast Asia.

SVP South East Asia, Australia and New Zealand The Trade Desk Mitch Waters added, "The impact of this O2O measurement solution is far-reaching as it fills the gap between advertising online and offline.

“Analyzing attribution offline has become an aspiration for marketers everywhere. With a view Gojek innovation, we can now realize that goal.”

Quote from The drum, Waters provides the closest example in everyday life. For example, in a fast food restaurant, business owners use GoFood for food delivery and accept GoPay for in-store purchases. With this agreement, brand can link these actual orders with their advertising campaigns anonymously.

“We believe in restaurants and brand consumers can seize the opportunity because this function increases the utility and value of online advertising. We believe this will inspire more players to invest in data, most importantly creating ripples that lift all ships," he said.

Waters continued, the future is driven by the important role of data in measuring digital advertising mixed with marketing strategies. He also hopes that other companies that are rich with data can imitate what we are currently doing in Indonesia with Gojek, especially the ability to measure and optimize budgets in this way.

"Our intention with Gojek is to go outside Indonesia when the time comes,” he concluded.

Indonesia will be the first country to take part in the trial, before the parallels are distributed to other countries this year.

Gait The Trade Desk

Partnership with Gojek, marking the commencement of The Trade Desk's expansion into the Southeast Asian region. Since last year, TTD has quickly hooked up with various partners. In China, for example, the company is working with Baidu, iQiyi, Tencent to launch advertising to launch a programmatic ad buying platform in the country.

Quote from Nasdaq, the CAGR of the advertising market in ASEAN rose by 13,9% between 2019 and 2026. Moreover, Indonesia is considered the most important market for TTD because it is the most dynamic advertising market in Southeast Asia due to its penetration rate. smartphone tall one.

This condition bodes well for the company to acquire new customers in the region, which in turn, drives growth top line. Globally, TTD faces stiff competition with Google and Facebook which controlled the global advertising market by up to 51% over the past year.

However, these two companies do not provide insight for advertisers how their ads are performing. They are also under regulatory scrutiny for unethical use of consumer data.

TTD's strategy in dealing with this issue is to maintain transparency, which is expected to help it fight competition in the digital advertising market.