The model is introducing the AI-based integrated advertising platform ‘Awesome 2.0’. SK Telecom announced on the 17th that they will release the AI-based integrated advertising platform ‘Awesome (ASUM) 2.0’ through collaboration with the machine learning solution company Moloco.
Moloco is a Silicon Valley startup that provides customized advertising platforms for companies. They utilize advanced machine learning-based AI technology to support companies in executing advertisements efficiently. Moloco is also a member of the K-AI Alliance, which SKT is promoting.
Awesome is a customized targeting advertising platform that utilizes services such as SKT T Phone, T Membership, and Pass, as well as communication data. SKT previously released ‘Awesome 1.0′ in 2021.
Through this collaboration, Awesome 2.0 has integrated Moloco’s advertising technology to enhance customer targeting. The integration of both companies’ targeting technologies allows AI to provide users with more relevant advertisements.
Awesome 2.0 offers highly personalized tailored advertisements to advertisers and general users. Advertisers benefit from conducting marketing using telecommunications services and cutting-edge targeting technology. Users receive tailored advertisements that match their needs, reducing ad fatigue. For example, if a user has a history of purchasing pet supplies, they may receive banner ads recommending pet food, pet clothing, and so on.
Both companies plan to expand their services globally. Shin Sang-wook, SKT’s head of advertising business, said, “Through the technical business partnership with Moloco, we will verify the potential of the K-AI Alliance between telcos and ad tech in order to combat the closed business structure of the advertising market, commercialize it, and attempt to enter the global ad tech market.”