Airtel Unveils Integrated Demand-Side Platform for Effective Ad Reach

By Modupe Gbadeyanka

An integrated Demand-Side Platform (DSP) aimed at empowering advertisers and agencies to efficiently manage, purchase, and optimize digital ad inventory across multiple ad exchanges in real time has been launched by Airtel Africa Plc.

The platform, known as Airtel Ads, is powered by Intent.ai and is designed for media agencies and businesses, streamlining the process of purchasing advertising space.

This feature enables advertisers to make informed ad placement decisions by combining various tools and functionalities within a single platform and offers a comprehensive solution for digital advertising management.

The platform will leverage Airtel Africa’s extensive customer base of more than 150 million customers, utilizing data from both telecommunications services and mobile wallets.

This approach aims to not only target digitally engaged individuals but also include those traditionally excluded from the digital realm through its 2G and feature phone user base.

Additionally, through the integrated Airtel Voice Reward Ads, the platform can reach consumers on various devices.

“We are excited to introduce Airtel Ads in Africa. This innovative platform will support advertisers and businesses to gain unprecedented control over their marketing campaigns, leveraging Airtel Africa’s extensive customer base and world-class technology.

“Airtel Ads is a testament to our leadership in shaping the communications landscape in Africa, ensuring businesses are supported to achieve their objectives using data first tools to inform their business decisions,” Airtel Africa’s Chief Commercial Officer, Mr Anthony Shiner, said.

Understanding the current limitations in ad performance for organisations, Airtel Ads aims to seamlessly merge all ad networks with Airtel Africa’s first-party telecommunications data.

It will provide a unified advertising platform with precise audience segmentation, a dedicated marketing team, and data analytics with post-campaign support in addition to both native language support and access to 260+ bidding parameters.

The platform, powered by AI-based brand safety tools, will also accept payments in local African currencies.

Since its inception, the platform has achieved a weekly audience reach of 27 billion impressions, 23.5 million in-app daily impressions and over 200 million daily SMS notifications with end-of-SMS tag messaging potential.