KUALA LUMPUR, Malaysia, July 19, 2018 /PRNewswire/ -- Axiata Digital's ada (analytics. data. advertising) announced a regional partnership with iflix giving brands and advertisers a virtual private marketplace with access to a wide ranging premium inventory in top local shows with 100% viewability through sponsorship, video and live stream, branded content and TVC integration.

The partnership will be housed under ada's supply side business, adaReach, which will give advertisers new opportunities to create highly targeted, brand-safe, efficient and effective campaigns. This new partnership will allow advertisers to better engage with audiences across Asia in the growing Video-on-Demand (VOD) market, with the help of first-party and contextual data.

ada (analytics. data. advertising), wholly-owned subsidiary of Axiata Digital, is the largest integrated digital marketing business across South and South East Asia. ada utilizes the deep data of its telco-powered proprietary data management platform (DMP), Xact, to successfully optimize consumer journey planning, customer profiling and intent targeting. ada operates across eight countries, with 200 digital specialists serving 200 large cap clients in the region. Data is the driving force behind everything ada does, and this partnership is no different. The new agreement will also harness iflix's viewership data sets to best cater to individual client needs.

Cord cutting is a growing trend in Asia; from Indonesia, Malaysia, Thailand, Philippines, Sri Lanka, Bangladesh to Cambodia, consumers are increasingly demanding more of what they want, when they want. Based on available data, the VOD market will be worth close to US$10 Billion by 2021. In 2017, over the top (OTT) video subscriptions increased by 51% in Asia alone, and this increase is expected to grow in the coming years.

"Premium VOD is fast-replacing pay television as Asia's cord-cutting, mobile-first middle class gains spending power. Combining iflix's video inventory with our mobile analytics data, data science expertise and proprietary DMP, we're very excited to empower brands to deliver more engaging, relevant and highly viewable ads to viewers in the region," said Srinivas Gattamneni, CEO of ada.

iflix has a reach of over 1 billion consumers throughout Asia, the Middle East and Africa, with an average viewing session of approximately two hours per user per day, offering so many opportunities for our clients to better engage with their targeted audiences. This is made all the more easier with iflix's deep insight into customer preferences and behaviours."

The partnership is in line with ada's pursuit for agile digital marketing solutions and its integrated approach to client servicing. For iflix, the new partnership is linked to the entertainment service company's directive to work closely with leading brands and to make premium content available to audiences at a mass scale. The partnership will allow iflix's advertisers a unique proposition to engage with customers through premium, popular content in a 100% brand safe environment.

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