KT Partners with Mobile Big Data Company... Media Advertising Innovation

Business Agreement with IGAWorks on the 25th

KT announced on the 25th that it has signed a business agreement for data cooperation and business partnership with IGAWorks, the No. 1 mobile big data platform company in Korea. From the right, Kim Hun-bae, Executive Vice President and Head of KT Media Platform Business Division, and Ma Guk-seong, CEO of IGAWorks, are taking a commemorative photo during the non-face-to-face signing ceremony.

[Asia Economy Reporter Minyoung Cha] KT is embarking on digital innovation in the media advertising industry by leveraging big data across different domains.

On the 25th, KT announced that it signed a business agreement for data cooperation and business partnership with IGAWorks, the leading mobile big data platform company in Korea. Following KT's launch of the 'Addressable TV' advertising product, this partnership aims to accelerate innovation in the media advertising industry by integrating TV and mobile platforms.

IGAWorks operates a mobile data management platform that analyzes and learns from data on an average of 35 million users and 1.7 billion data points daily. By accumulating data generated through mobile devices, it provides a comprehensive view of the entire market. Combining IPTV data held by KT with mobile data from IGAWorks allows for more precise derivation of correlations between TV ad viewership and behavioral changes of target customers.

Through this business agreement, both companies will utilize KT AI Research Institute's near-field mapping technology and anonymization techniques between TV and mobile to analyze big data related to TV viewing patterns and mobile usage behaviors, and based on this, explore new business models. Additionally, they will develop integrated advertising products that break down boundaries between media by using cross-media data (TV, PC, mobile, digital signage).

The signing ceremony was held as a non-face-to-face event attended by key officials including Kim Hun-bae, Executive Director of KT Media Platform Business Division, and Ma Guk-seong, CEO of IGAWorks.

At the virtual signing ceremony, Kim Hun-bae, Executive Director of KT Media Platform Business Division, stated, “As Korea’s leading media platform operator, KT will promote various innovations based on digital platform capabilities such as AI and big data in the media advertising industry and contribute to strengthening the competitiveness of the domestic media industry.”