IAS expands into Indonesia with Arfitrianto Zulnaini leading ops

Integral Ad Science (IAS) has expanded into Indonesia with digital media veteran Arfitrianto Zulnaini to lead its operations as sales director. He will be based in Jakarta and will report to SVP APAC Laura Quigley. Zulnaini (pictured) is tasked with accelerating IAS’s operations in Indonesia and further driving the media quality mandate in Indonesia by the adoption of IAS’s verification and programmatic solutions across digital channels. He will lead efforts to establish strategic relationships with brands and agencies to help them maximise their digital investments in Indonesia.

He brings over 19 years of sales and leadership experience in digital media to IAS. He was previously VP digital marketing and group strategy at Emtek in Indonesia where he played an instrumental role in establishing long-standing partnerships between Emtek and key brands and agencies in Indonesia. Before Emtek, Arfitrianto served as SEA programmatic lead at Yahoo, based out of Singapore and Indonesia. At Yahoo, he was responsible for driving the programmatic business mandate in the region and was instrumental in winning incremental programmatic business for Yahoo. Before Yahoo, he held senior leadership roles at global agencies such as Carat, Mindshare, Initiative, and Starcom.

Zulnaini said he is honoured to join the IAS team and to build further on the media quality and verification foundation developed over the last decade.

“Indonesia is an evolving and key digital media market in the region and it’s no surprise that it has become a strategic focus. There’s a huge rise in digital media consumption and the growth will only continue in Indonesia. It’s an important time in the industry, and I look forward to advancing the company’s superior verification solutions in the Indonesian market,” he added.

Meanwhile, Quigley said brands in Indonesia are investing significant budgets across digital media and there’s is growing adoption of verification solutions for determining quality impressions and clean media quality.

“Expanding operations in Indonesia represents a significant milestone for IAS, and we’re excited to welcome Arfitrianto to the team. His sales leadership, programmatic knowledge, strong brand, and agency relationships will accelerate IAS’s growth in Indonesia. We are thrilled to have him on board,” she said.

Separately, IAS recently tied up with Verizon Media DSP to offer its contextual targeting and contextual avoidance capabilities across programmatic ad buys. According to IAS, its contextual targeting capabilities give advertisers access to a carefully curated and extensive list of over 100 contextual targeting segments that can be used to target towards suitable content and optimise programmatic campaigns on a pre-bid basis – this complements existing IAS brand safety and content avoidance controls.

Last month, it also launched Channel Science, a partnership with Channel Factory. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimised.

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