Amobee seals mobile ads partnership with SingTel, Globe, Telkomsel, and Optus

Amobee, a mobile advertising company acquired by SingTel for USD 321M, has announced today an exclusive partnership with four mobile operators: Philippines’ Globe, Australia’s Optus, Indonesia’s Telkomsel, and SingTel from Singapore.

The partnership will involve Amobee integrating its publisher-side mobile advertising platform, PULSE for Publishers, with mobile inventory belonging to the four telcos.

Their mobile inventory will be enhanced with targetable user data, allowing brands to target the telco customers they want with personalized, geo-targeted ads.

“Consumers are increasingly choosing mobile devices for the consumption of content and to conduct research for their purchases. Many of them are also warming up to targeted ads which reflect their interests, connections or locations. This makes the mobile space increasingly relevant for brands and advertisers,” said Allen Lew, CEO of Group Digital Life, SingTel.

The Singapore-based telco, which has faced declining quarter-on-quarter profits, has significant minority stakes in Globe and Telkomsel.

It also fully owns Optus, whose efforts to get new customers has been underwhelming of late — it attracted only 53,000 new signups in the last 6 months, less than a tenth of Australia’s number one telco.