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All Journal Jurnal Informatika dan Bisnis
Bram Bravo
Institut Bisnis dan Informatika Kwik Kian Gie
Computer Science & IT Economics, Econometrics & Finance

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Implementation of Programmatic Advertising by Vidverto: Challenges and Opportunities in the Digital Era A Study on Publishers in Indonesia Bram Bravo; Rona Guines Purnasiwi
Jurnal Informatika dan Bisnis Vol. 15 No. 2 (2026): Juli - Desember
Publisher : Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jib.v15i2.2361

Abstract

The growth of Indonesia's digital advertising ecosystem has driven the adoption of programmatic advertising as a monetization solution for publishers. This study examines the implementation of programmatic advertising by Vidverto, a digital advertising technology company, focusing on the challenges and opportunities faced by publishers in Indonesia. Using a qualitative case study approach, this research explores how Vidverto as a programmatic platform helps publishers optimize ad revenue while identifying implementation barriers such as ecosystem complexity, transparency issues, and brand safety concerns. The findings indicate that Vidverto offers solutions addressing the needs of Indonesian publishers through a flexible and results-oriented approach, yet still faces structural challenges inherent to Indonesia's digital advertising ecosystem. This research contributes to the understanding of programmatic advertising implementation dynamics in developing markets and provides strategic recommendations for publishers and ad-tech platforms.
Co-Authors Rona Guines Purnasiwi