Vodafone Idea launches AdTech platform Vi Ads

With the aim to participate as a major player in multibillion dollar Indian advertising industry telecom operator Vodafone Idea, announced the launch of its ‘Ad-Tech’ platform - Vi Ads.
As reported by ET in its Wednesday edition, the artificial intelligence/ machine learning (AI/ML) driven Adtech platform, will provide marketers an ROI focussed programmatic media buying platform.

Riding on Vi’s deep data science technology, Vi Ads will enable marketers to engage with the operator’s over 243 million subscribers through multiple channels like Vi owned digital media- Vi App, Vi Movies & TV App, and traditional channels like SMS, IVR calls.

While Airtel and Jio also have their respective AdTech platforms in the market, Vi Ads differentiates itself by being media agnostic allowing marketers to engage with Vi users on external media channels and publisher partners of Vi Ads.

It will also offer a self-serve interface enabling marketers with full control of their campaigns from campaign set up, tracking campaign performance to driving campaign insights. Vi Ads is built to achieve full funnel campaign objective from be it awareness to purchase.

Avneesh Khosla, chief marketing officer, Vi said, “With our programmatic platform - Vi Ads, we will address two of the biggest challenges faced by marketers today - authentic insights and enhanced reach.”

"This is a simple, easy to use and highly efficient solution for marketers to effectively reach out to the right target group with the most relevant messaging at any given point of time, while also providing a monetization opportunity to Vi as we aggressively build and scale our digital assets,” he added.

The Vi Ads Platform has been built in partnership with TorcAi, a global provider of audience infrastructure and programmatic solutions, leverages advanced data sciences & machine learning to stitch together legacy marketing and advertising technology platforms with new breed tech. TorcAi helps media value chain stakeholders to build and nurture audience assets by bringing together data and activation channels at the organizational level.

Rohit Verma, chief executive officer, TorcAi Digital said, “This partnership, and the development of the Vi Ads platform, will enable Vi to connect their vast stores of customer insights with advertisers, and publishers, to deliver the right message, at the perfect time.”