Vi launches an AI/ML-based adtech Platform Vi Ads

Vodafone Idea (Vi) has launched its artificial intelligence and machine learning-based adtech platform Vi Ads.

The platform gives marketers a programmatic media buying that is return of investments (ROI) focused, said the company. It is a self-serve interface that helps marketers set up campaigns and derive personalised insight, enabling targeted outreach at hyper local level.

Banking 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 and TV App, and traditional channels like SMS, IVR calls, the company said.

According to Vodafone Idea, Vi Ads offers precision targeting on the company’s own assets as well as on external media channels.

Digital revolution in India has led to innovation and significant growth in the ad-tech industry, thereby, also increasing the volume of investments in the industry.

While in early 2021, telecom provider Bharti Airtel launched its Adtech platform- Airtel Ads, Reliance Jio launched its JioAds later in the year.

One of the key aspects which sets Vi Ads apart is that it will not be media specific and enable marketers to engage with Vi users on external media channels and publisher partners of Vi Ads, the company said.

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

“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 monetisation opportunity to Vi as we aggressively build and scale our digital assets,” said Khosla.

The Vi Ads platform has been built in collaboration with TorcAi, a provider of audience infrastructure and programmatic solutions, leverages advanced data sciences & machine learning to weave together legacy marketing and advertising technology platforms with new breed tech.

“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,” said Rohit Verma, CEO TorcAi Digital.