Analisa Efektivitas Algoritma Targeting Dalam Platform Iklan Programmatic Adxelerate Berbasis Data Telkomsel

Ahmad, Mirza Taufik (2026) Analisa Efektivitas Algoritma Targeting Dalam Platform Iklan Programmatic Adxelerate Berbasis Data Telkomsel. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini dilatarbelakangi oleh meningkatnya penggunaan programmatic advertising serta kebutuhan akan efektivitas algoritma targeting dalam meningkatkan kinerja kampanye digital, khususnya pada platform AdXelerate yang memanfaatkan data TelcoID berbasis identitas pengguna dan perilaku digital. Penelitian ini bertujuan untuk menganalisis efektivitas algoritma targeting AdXelerate dalam meningkatkan performa kampanye serta mengevaluasi pengalaman dan penilaian pengguna terhadap platform tersebut. Metode yang digunakan adalah pendekatan mixed methods dengan menggabungkan analisis kuantitatif terhadap data performa kampanye seperti impression, click-through rate (CTR), dan viewability, serta analisis kualitatif melalui wawancara dan kuesioner kepada pengguna platform. Hasil penelitian menunjukkan bahwa algoritma targeting AdXelerate mampu meningkatkan relevansi Audience dan performa kampanye pada segmen tertentu, namun masih terdapat variasi efektivitas yang dipengaruhi oleh strategi segmentasi dan pengelolaan kampanye. Selain itu, penulis menilai platform memiliki keunggulan pada kualitas data, namun memerlukan peningkatan pada aspek optimasi dan usability. Penelitian ini memberikan implikasi strategis bagi pengembangan platform serta optimalisasi penggunaan data dalam ekosistem periklanan digital.
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This study is motivated by the increasing adoption of programmatic advertising and the need for effective targeting algorithms to improve digital campaign performance, particularly on the AdXelerate platform, which leverages TelcoID data based on user identity and digital behavior. This reSearch aims to analyze the effectiveness of AdXelerate’s targeting algorithm in enhancing campaign performance and to evaluate user experience and perceptions of the platform. The study employs a mixed methodsapproach by combining quantitative analysis of campaign performance metrics such as impressions, click-through rate (CTR), and viewability, with qualitative analysis through interviews and questionnaires involving platform users. The results indicate that AdXelerate’s targeting algorithm is capable of improving audience relevance and campaign performance in specific segments; however, variations in effectiveness are influenced by segmentation strategies and campaign management practices. In addition, the author finds that the platform demonstrates strengths in data quality, yet requires improvements in optimization and usability aspects. This study provides strategic implications for platform development and the optimization of data utilization within the digital advertising ecosystem.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Programmatic advertising, AdXelerate, targeting algorithm, TelcoID, Campaign performance
Subjects:	T Technology > T Technology (General) T Technology > T Technology (General) > T57.5 Data Processing
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Mirza Taufik Ahmad
Date Deposited:	03 Aug 2026 04:14
Last Modified:	03 Aug 2026 04:14
URI:	http://repository.its.ac.id/id/eprint/142577

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