Vi Launches AI/ML-Driven Adtech Platform 'Vi Ads'

Vi today announced the launch of Vi Ads  – an Artifical Intelligence (AI) and Machine Learning driven programmatic media buying Adtech platform. 

Vi Ads will enable marketers to engage with the operator’s over 243 million subscriber base through multiple channels like Vi-owned digital media- Vi App, Vi Movies & TV App, and traditional channels like Short Message Service (SMS), Interactive voice response (IVR) calls. Vi Ads is media-agnostic and supports engagement with Vi users on external media channels and publishing partners of Vi Ads. 

Additionally, Vi Ads will offer a self-serve interface enabling marketers to control their campaigns from campaign setup, and tracking, to driving insights. 

In the last 10 years, Digital AdEx has grown at a compounded annual growth rate of 27 percent. Even during the pandemic, when all other media saw a decline, Digital AdEx witnessed significant growth. Programmatic media buying has firmly taken route in India and its share has been increasing year on year, now standing at 42 percent, as per Madison Advertising Report 2022.

Commenting on the launch of Vi Ads, 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. Firstly, it offers marketers the benefits of unique audience segments, interest groups and targeting parameters derived using Vi’s deep insights of our consumers built on opt-in data. Secondly, it allows advertisers to not only reach their chosen audiences over Vi’s own Digital Media like Vi App and Vi Movies & TV app, but also on external third party programmatic media and traditional channels of SMS & IVR calls. 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.” 

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 & 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, CEO 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. We look forward to a long relationship with Vi and welcome the opportunity to deliver world-class products and technologies that will continue to revolutionize the way data is used to better engage with consumers across an ever-evolving digital backdrop.”