Axiata partners with ad tech firm for APAC mobile ambitions

Telcom giant Axiata Group has entered into an alliance with US-based advertising technology company Adknowledge. This was done through Axiata digital advertising, its subsidiary.This is aimed at pushing Axiata's mobile advertising presence in the region, as well as Adknowledge’s expansion plans in Asia Pacific.The immediate target markets are Singapore, Malaysia, Indonesia, Hong Kong and India with plans to create a business presence in several other Asia Pacific countries over the next 18 months.Axiata president and group CEO Jamaludin Ibrahim said: “With more than two billion mobile users in the Asia Pacific region, we believe this partnership will ensure that consumers see more relevant, targeted ads. That means a better experience for them, and more efficient, intelligent ad buys for brands and agencies.”Adknowledge will work with businesses, advertising agencies and app developers in Asia Pacific to provide data-driven advertising strategies that raise brand awareness, as well as drive sales and app installs through digital video, mobile and social media marketing.This new venture comes during a boom time in digital advertising. According to eMarketer, the Asia Pacific region boasts the second-biggest share of digital ad spending worldwide, with a predicted US$47 billion to be spent on digital advertising in 2015.