Vserv logoXL

Mobile marketing platform Vserv has tied-up with Indonesian telecom operator PT XL Axiata Tbk (XL) to enable mobile entertainment companies in Indonesia to target more relevant audience. This partnership would see Vserv Smart Data platform being integrated with XL, and the companies claim that this would allow marketers to target customers with the right ads at the right time, based on their personality and intent signal.

Vserv launched the Smart Data platform in October this year, as part of its transition into a smart data offering focused company. The company claimed that it interacts with over 500 million unique user profiles and has data on over 50% of the mobile internet users across emerging markets, including India, Thailand, Indonesia, Vietnam, Philippines and Malaysia among others. It has already tied-up with telecom companies like Vodafone, Airtel, Aircel, Globe, Mobifone & Robi Axiata for this initiative across emerging markets. It’s worth noting that XL is also owned by the Axiata Group, which owns Robi Axiata (Bangladesh).

Last month, Vserv had launched an e-commerce-focused re-targeting product Vserv Smart RT that allows advertisers to re-target desktop users on mobile sites & apps, and re-target mobile site users on third-party apps. Smart RT is part of Vserv’s Smart Data offerings. The company claimed that Smart RT captures user behaviour and intent, which enables e-commerce companies to reach out to the right consumer.

Vserv product expansion: In April this year, Vserv had introduced real-time bidding on its mobile ad exchange that provided advertisers with access to rich media inventory and enabled them to target and bid only for select audience segments. The RTB exchange was also integrated with Vserv’s mobile advertising solution AudiencePro, which was launched last year in partnership with Airtel. AudiencePro allows advertisers to make use of anonymised audience data from telecom operators for better targeting. The company had also launched a new ad product called SmartRewards, which allowed advertisers to incentivize users by rewarding them for specific actions, in January this year.