Nash Media Enhances Data Management Platform with KT Nexr

Integrated Platform Construction... Increased Advertising Efficiency

[Asia Economy Reporter Cha Min-young] Nasmedia, a digital marketing platform company under KT Group, announced on the 3rd that it will advance its data management platform (DMP) in collaboration with big data specialist KT Nexr.

Through this cooperation, Nasmedia will improve its existing DMP, which only contained data from its own platform, into an integrated DMP capable of accommodating data from KT Group companies as well as third-party data.

The upgraded DMP will analyze and predict advertising recipient tendencies based on gender, age group, residence, interests, etc., maximizing the return on ad spend (ROAS). The company expects it will also contribute to creating data-driven marketing strategies.

Through the integrated DMP, Nasmedia plans to strengthen the competitiveness of its existing demand-side platform (DSP) while also accommodating unstructured data such as images and text at the petabyte (PB) scale or more, aiming to create new businesses such as contextual targeting and AI-based creative material generation.

Kim Byung-jo, Head of Strategy Business Division at Nasmedia, said, “Nasmedia is striving to become a ‘digital marketing platform company’ that provides optimized digital advertising solutions and services by utilizing data and AI-based ad tech. We expect improvements in advertising platform functions and revenue growth through the big data solutions possessed by KT Nexr.”

Lee Ho-jae, CEO of KT Nexr, stated, “Through this joint project, KT Nexr is expanding its big data capabilities beyond finance, telecommunications, and manufacturing sectors into the advertising field. Through R&D collaboration with Nasmedia, we will provide in-depth insights based on advertising data, contributing to new value creation and business growth.”