Pulkit Khanna, GoJek Vice President for Merchant Research and Analytics, recently stated that he believes this new partnership could be deeply important.
“Gojek, South East Asia’s leading technology platform, always focuses on its mission to remove life’s daily frictions by connecting consumers to the best providers of goods and services in the market, thus merchants hold paramount importance to us as well. Therefore, we’re happy to announce this partnership with The Trade Desk. Although it's not the first partnership that we build with tech firms, it is definitely a revolutionary solution as the first O2O measurement in South East Asia. We're aiming to improve the efficiency of marketing decisions to boost merchants' business growth.”
Mitch Waters, a Senior Vice President of South East Asia, Australia, and New Zealand for The Trade Desk, discussed the potential impact of this partnership on the industry.
“There are solutions which attempt to measure offline proxies, such as footfall in stores. Other online to offline ways place a QR code in an ad or location and rely on the user activate this to measure their intent. The solution we’re announcing is the first in Indonesia to measure actual offline sales from programmatic media,” he explains.
Advertising technology is beginning to rely on different data points since major online advertising companies like Google and Apple have begun to remove cookies from web browsers.
The Trade Desk has stated that most of its activity is conducted outside of typical online cookies, but it did state that this new partnership wasn't in response to these developments.
Waters also discussed how this new partnership will work.
“Let’s say that a consumer is exposed to advertising for, say, Fast Food Brand X. If they go on to place an order from Fast Food Brand X on GoJek’s food delivery service, or use GoPay to purchase in-store, this deal allows the brand to link that real-world order with their advertising campaign in an anonymized, privacy-enabled way. We believe that restaurants and consumer brands will immediately grasp the opportunity. As this functionality increases the utility and value of online advertising, we believe that it will inspire more players to invest in digital and, crucially, in data – creating a rising tide to lift all boats,” he says.
Waters expands, “The future is data-driven - measuring what matters is where digital can win within the marketing mix. We are confident that other companies with a rich data story will look to emulate what we are currently doing in Indonesia with Gojek, specifically the ability to measure and optimise budgets in this way. Our intention with Gojek is to go beyond Indonesia in due course.”