The potential of Indonesia’s digital market and its overall economic growth are driving Criteo toward having a bigger presence in Southeast Asia’s biggest economy. 

The France-based open internet advertising agency has acknowledged Indonesia as its largest market among nine other countries in its Southeast Asian operational region, which includes six ASEAN countries as well as Bangladesh, Hong Kong and Taiwan. Indonesia is also one of Criteo’s top five countries in the Asia-Pacific region. 

Such growth has been encouraging Criteo, which at the moment manages the Indonesian market from its Singapore headquarters, to establish a physical office in Indonesia in the years to come, said Alban Villani, managing director for Southeast Asia and the Pacific region. “[Indonesia] is one of the most dynamic markets in the region, not only in terms of user behavior but also technology,” Villani told The Jakarta Post during Criteo’s annual company meeting in Thailand recently. “There are a lot of investments coming to its super-apps [...] and financial technology is also growing very fast there.”

Criteo, he claimed, had been working with Indonesia’s top digital commerce platforms, including those that have earned unicorn status for being valued at over US$1 billion. 

While he refrained from revealing the platforms, various media outlets report that the country currently has four homegrown unicorn startups, namely Go-Jek, Traveloka, Tokopedia and Bukalapak. 

“When it comes to online travel and retail, I think our coverage reaches above 90 percent of the top players without hesitation. Indonesia has been the number one market in the [Southeast Asia] region, followed closely by Taiwan and Vietnam,” Villani said. 

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