KT and SK Broadband Join Forces in IPTV Advertising Business

[Asia Economy Reporter Koo Chae-eun] KT and SK Broadband have agreed to collaborate on the development of addressable TV advertising products. Addressable TV advertising is a broadcasting advertising technology that enables customized ad delivery based on household viewing history, characteristics, and interests.

On the 14th, KT and SK Broadband announced that they will proceed with technical standardization and product development for addressable TV advertising based on the real-time channel targeting advertising services operated by both companies. This is the first and unusual case of fierce competitors in the IPTV industry forming a joint collaboration.

They will also combine their media operation expertise to develop new business models. Song Jae-ho, Head of KT Media Platform Business Division (Executive Vice President), said, "KT has actively discovered and launched advertising products reflecting various needs of advertisers. Moving forward, we will continue to develop various methods to enhance the effectiveness of the TV broadcasting advertising market beyond traditional approaches."

Kim Hyuk, Head of SK Broadband Media Division, stated, "We will strive to further improve advertising effectiveness by utilizing the advanced capabilities of addressable TV advertising, beyond simply launching advertising products. We will strengthen our collaborative relationship so that both companies can create synergy in the IPTV targeting advertising sector."

Meanwhile, last November, KT started a customer-customized advertising business with 16 broadcasting channel operators (PPs) based on KT Group's big data analysis technology and addressable TV advertising technology.