Digital Publisher, Advertising Media Agency and Mobile Exchange Triadic Interaction: Digital Marketing Service Supply Chain Landscape in Indonesia

Anna Amalyah Agus, Gatot Yudoko, Nur Budi Mulyono, Reza Ashari Nasution

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The purpose of this paper is to describe the digital marketing supply chain landscape in Indonesia, an emerging market country with high economics and e-commerce penetration growth. The scope of this paper will discuss structures, actors, business model and driving forces of digital advertising with the supply chain context, which will also explain, information, money and product/services flow. This research is using mix-method approaches, combining literature review, industry data analysis through desk study and experts' in-depth interview. There are three main findings, 1) mobile exchange company through its mobile exchange platform creates price transparency for paid digital advertisement, 2) there is power imbalance between digital publishers, advertising media agencies and mobile exchange, 3) If there are nothing significant strategic management changes in advertising media agency side, mobile exchange company could take out the (digital) advertising media agency within marketing communication industry. This paper is expected to give more insights for practitioners which include advertisers, advertising agencies, digital publishers as well as academician, especially on the digital marketing supply chain landscape. The originality of this paper lies in the digital advertising media landscape, mobile exchange business model with supply chain context, which have not been mapped to date. This study still on the exploratory approach and only focus in paid advertising, not including social media. Therefore, in order to get more whole-rounded point of view in future; first, more experts informants from different type of actors are needed, especially advertisers from FMCG company, management of digital publishers, management of social media platform, digital key opinion leaders, etc.; second, solid empirical future research will create better understanding toward the industry landscape and supply chain in different context.

Original languageEnglish
Title of host publicationProceedings - 2019 2nd International Conference of Computer and Informatics Engineering
Subtitle of host publicationArtificial Intelligence Roles in Industrial Revolution 4.0, IC2IE 2019
EditorsAnita Hidayati, Shinta Oktaviana, Iklima Ermis Ismail, Ayu Rosyida Zain, Fitria Nugrahani, Dewi Kurniawati, Irma Permatasari Sari
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages181-187
Number of pages7
ISBN (Electronic)9781728123844
DOIs
Publication statusPublished - Sep 2019
Event2nd International Conference of Computer and Informatics Engineering, IC2IE 2019 - Banyuwangi, East Java, Indonesia
Duration: 10 Sep 201911 Sep 2019

Publication series

NameProceedings - 2019 2nd International Conference of Computer and Informatics Engineering: Artificial Intelligence Roles in Industrial Revolution 4.0, IC2IE 2019

Conference

Conference2nd International Conference of Computer and Informatics Engineering, IC2IE 2019
Country/TerritoryIndonesia
CityBanyuwangi, East Java
Period10/09/1911/09/19

Keywords

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