Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?

I have over a decade of experience across media planning, digital advertising, and adtech, with a strong focus on strategic growth, programmatic execution, and emerging channels such as Connected TV (CTV). My background spans agency leadership roles, client advisory, and media-tech collaboration, particularly in building data-driven, outcome-oriented media strategies for FMCG, finance, and platform-based businesses across Southeast Asia. I currently work closely with advertisers and technology partners to bridge brand storytelling with measurable business impact.

Q2. How are the underlying market dynamics in Indonesia shaping the evolution of digital advertising differently from the rest of Southeast Asia?

Indonesia’s scale, mobile-first behavior, and fragmented media consumption make it fundamentally different from other SEA markets. The country combines mass reach with highly localized consumer behavior. This drives faster adoption of omnichannel strategies, particularly where mobile, CTV, and offline touchpoints intersect. Unlike more mature markets, Indonesia often leapsfrog stages of media evolution, creating opportunities but also demanding sharper execution and stronger measurement frameworks.

Q3. What’s changing most in advertiser expectations around measurable outcomes, especially in FMCG and Finance?

Advertisers are no longer satisfied with reach or impressions alone. FMCG brands increasingly demand proof of incremental lift—whether in consideration, footfall, or conversion. At the same time, finance brands prioritize quality outcomes such as verified leads, app usage, and downstream behavior. There is a clear shift toward accountability, with every channel required to justify its role in the growth funnel.

Q4. Where do you think performance marketing is becoming too short-term — and how are leaders correcting for that?

Performance marketing becomes problematic when optimization focuses solely on last-click or immediate conversion metrics. This often undervalues upper- and mid-funnel channels that build long-term demand. Forward-thinking leaders are addressing this by reintegrating brand signals, conducting incremental testing, and implementing cross-screen attribution and recognizing that sustainable performance requires brand trust and attention, not just short-term efficiency.

Q5. What does best-in-class collaboration between brands, agencies, and AdTech partners look like today?

The strongest collaborations are built on transparency and shared success metrics. Brands clearly define business objectives, agencies translate them into integrated media strategies, and AdTech partners provide the technology, data, and flexibility to execute and optimize in real time. When all three operate as one ecosystem rather than separate vendors, innovation and impact follow naturally.

Q6. What strategic opportunities do you see for media-tech partners to drive the next wave of measurable growth?

Media-tech partners have a major opportunity to connect premium attention with action, especially through CTV, mobile, and location-based intelligence. Solutions that unify cross-screen exposure, reduce waste, and clearly link media to outcomes such as store visits, conversions, or brand lift will define the next growth phase. 

Q7. If you were an investor looking at companies within the space, what critical question would you pose to their senior management?

I would ask: “Can your platform clearly demonstrate incremental business impact beyond what brands could achieve without you?”
Sustainable value in adtech is not about features alone; it’s about measurable differentiation, scalability, and long-term relevance in a privacy-first world.