Vodafone Idea (VI) announced the launch of its artificial intelligence-based advertising platform called Vi Ads. Vi Ads provides marketers with a programmatic media buying platform that is top-of-the-line and ROI-driven. With Vi Ads, Vi intends to become a major player in the multibillion-dollar Indian advertising industry.

Vi Ads, Avneesh Khosla, CMO, 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,” added Khosla.

Vi Ads will allow marketers to reach the operator’s 243 million subscribers via multiple channels, such as Vi App, Vi Movies & TV App, SMS, and IVR calls, according to a statement released by the company. The company’s owned assets, as well as external media channels, can be targeted precisely with this method.

Vi Ads Platform was developed in partnership with TorcAi, one of the largest providers of audience infrastructure and programmatic solutions worldwide. The company integrates new technology with legacy marketing and advertising platforms through the use of advanced data sciences and machine learning.

TorcAi enables media value chain stakeholders to create and manage audience assets at the organizational level by bringing together data and activation channels.