Vodafone Idea on Wednesday announced the launch of an artificial intelligence/machine learning (AI/ML) powered advertising technology platform, Vi Ads, which will enable advertisers to directly engage with the telco’s 243 million subscribers base through various channels.

Vodafone Idea mentioned that the Vi Ads platform has been built in partnership with TorcAi, a global provider of audience infrastructure and programmatic solutions.

“Vi Ads will enable marketers to engage with the operator’s over 243 million subscribers through multiple channels like Vi owned digital media - Vi App, Vi Movies & TV App, and traditional channels like SMS, IVR calls,” the telco said in a statement.

A key distinguishing factor of Vi Ads is that it will be media agnostic and will empower marketers to engage with Vi users on external media channels and publisher partners of Vi Ads.

Also, Vi Ads will offer a self-serve interface enabling marketers with full control of their campaigns from a campaign setup, tracking campaign performance to driving campaign insights.

A trusted source reported that the three major Indian telcos, Bharti Airtel, Reliance Jio, and Vodafone Idea—are eyeing the Rs 74,600 crore advertising market through their ad solutions verticals.

Airtel and Jio already offer their adtech platform in the market, namely Airtel Ads and JioAds, respectively.