In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: Indonesian JV launches RTB exchange; Singtel offers virtual, augmented reality for ads; Dentsu Isobar acquires Vietnam's Emerald, sets up investment arm in China; and Mindshare sets up shop in New Zealand.

Indonesian JV launches RTB exchange

Ooredoo Group's Indosat and Smaato have formed a joint venture to launch the new Indonesia Mobile Exchange (IMX), touted to be a mobile-first RTB ad exchange that enables local and global advertisers to connect with publishers in Indonesia.

The partners added that the exchange will provide targeted programmatic advertising to local consumers, noting that Indonesia which currently is one of the world's leading digital advertising markets in terms of impressions and growth forecast.

Indosat's existing mobile advertising service, i-klan, will be integrated into the joint venture, and the new ad exchange will leverage the telco's mobile and enterprise customer base of 55m in the country.

Smaato's founder and CEO Ragnar Kruse said: "Indonesia, with its large population and high advertising spend, is one of the most important markets for Smaato globally. The combination of [Smaato's mobile RTB platform and Indosat's market reach] will…not only help local online companies to control and maximise the value of their advertising inventories, but also significant improve returns on investment in advertising."

Indosat's digital services unit, which operated the i-klan service, will support the IMX and aim to build the Indonesian digital ecosystem. The operator's president director and CEO Alexander Rusli said: "Mobile advertising, mobile commerce, and mobile payments are all critical components of this ecosystem as they revolutionise the way companies interact with consumers."

Singtel offers virtual, augmented reality in ads

The Singapore telco has introduced virtual reality (VR) and augmented reality (AR) technology in its 'live' TV production, offering new ways for advertisers to reach their audience.

Singtel added that both technology will allow the creation of virtual elements such as 3D scoreboards and team logos to appear "as if they were real objects" within the studio environment. These will enhance the overall viewer experience and enable virtual backgrounds to be created based on specific themes or programmes, said the company, which offers a pay TV service in Singapore.

Singtel's chief revenue officer of group digital life, Anthony Shiner, said: "Ad clutter and audience fragmentation mean traditional TV ad buying needs to evolve. Our ad analytics will better segment the audience.

"Together with VR and AR technology, brands can create and tell segment-specific, editorially relevant stories, while ensuring the content is not missed altogether."

Dentsu Isobar acquires Vietnam's Emerald, sets up investment arm in China

Dentsu Aegis Network is continuing its buying spree as it snaps up a new buy, Emerald, in Ho Chi Minh city, marking its first presence in Vietnam.

Both companies have had an affiliate partnership since 2012. Under the agreement, the six-year-old Vietnamese company will be rolled under Dentsu's global digital marketing agency, Isobar.

Emerald currently has more than 80 staff supporting clients that include Air France, and Kaspersky Lab. Its co-founder Denise Thi will retain her role as managing director and report to Dentsu's Vietnam CEO Toshinori Aoki.

Dentsu's Southeast Asia chairman and CEO, Dick van Motman, said: "Bringing Emerald into Isobar adds another dimension to our market, leading digital capabilities into Southeast Asia and particularly Vietnam, where we see huge potential for digital growth."

Meanwhile, in China, Dentsu has launched a media investment arm that comprises its programmatic and content offerings and investment management services

Called Amplifi, the new outfit is headed by current CEO of Dentsu Greater China, Tsuyoshi Suganami, who has assumed the additional role of president and based out of Shanghai.

Group managing director of Dentsu China, Phil Teeman, pointed to China's innovation in social, mobile, ecommerce, and content. The country is only the second market in the Asia-Pacific region, following Australia, in which Amplifi has established presence.

Mindshare sets up shop in New Zealand

The WPP media agency has launched its services in the New Zealand market where it will be part of the parent group's media investment entity, GroupM, which itself was just launched in the country in January 2015.

Mindshare New Zealand is led by managing director, Samantha Osborne, who will report to CEO of Mindshare Australasia, Katie Rigg-Smith.

The company last month had appointed a new South Asia CEO, Prasanth Kumar.