Korea’s SK Telecom, Moloco join hands for AI ad platform

SK Telecom Co., South Korea’s top mobile carrier, has teamed up with Moloco Inc., a Silicon Valley-based ad-tech solution startup, for the global artificial intelligence ad business to seek new growth drivers amid the saturation of the domestic telco business.

SK Telecom said on Monday it launched the AI-based ad platform ASUM 2.0 in partnership with Moloco, Silicon Valley's first Korean CEO-led unicorn, or a startup with an over $1 billion valuation.

“We will try to make inroads into the global ad tech market by verifying the possibility of the K-AI Alliance between telcos and ad tech to counter the walled garden of the ad industry through business cooperation with Moloco,” said Shin SangWook, vice president and head of SK Telecom’s ad business.

Moloco, founded in 2013, is a member of the K-AI Alliance, which SK Telecom is building to lead the global AI industry.

The startup enables its clients to analyze their big data to customize ads for different customers and monetize such ads with its machine-learning technology.

GOING GLOBAL

SK Telecom and Moloco aim to expand ASUM 2.0’s service to the global market, offering a new ad tech business model to telcos worldwide.

ASUM is SK Telecom’s customized targeting ad platform, utilizing the carrier’s services and communication data. The company unveiled ASUM 1.0 in 2021.

The latest version, equipped with Moloco’s ad technology, integrates the targeting methods of the two companies to provide highly customized ads for both advertisers and general customers.

The platform lets advertisers utilize telcos’ services and advanced targeting technology for marketing purposes while allowing users to access only ads with relevant information.

Write to Eun-Yi Ko at koko@hankyung.com
 
Jongwoo Cheon edited this article.