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kumparan was first launched in January 2017, with a purpose of being the first platform in Indonesia to incorporate technology-based journalism and enable interaction between all users into one platform. kumparan can be accessed using mobile devices, personal computers, and other surfaces. Personalization Algorithm Technology (PAT) enables kumparan to distribute its product or good quality contents to the right people and at the right time. kumparan creates value to brands and marketers through "beyond native advertisement" or traditional banner-based advertisement inventories. Empowered by PAT, advertisements through kumparan let marketers reach people based on multiple factors, including location, interests, behaviours, age and gender.