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SK Planet Launches ‘Syrup Ad DMP’

- Rolls out big data-based marketing platform that analyzes diverse smartphone usage patterns 
- Delivers customized information to consumers, while offering effective targeted marketing tool to advertisers

Seoul, Korea, November 5, 2015—SK Planet today announced the launch of a smart mobile advertising platform,
Syrup Ad Data Marketing Platform (DMP) which analyzes consumer’s smartphone usage patterns and offers useful information.
Syrup Ad DMP is a data-based marketing platform that offers customized ads by utilizing big data including preferred merchants,
frequently used coupons, products of interest, and more. 
Since its launch in 2011, SK Planet’s mobile ad platform ‘Syrup Ad’ has built up usage data of
SK Planet’s wide range of services including smartphone user’s response patterns to ads,  
collected through more than 1,500 mobile advertisers and partner media.
Existing targeted mobile ads simply target customers based on their demographic profile such as gender, age, etc.,
whereas Syrup Ad DMP comprehensively analyzes customer behaviors from diverse angles,
thereby offering personalized information to consumers and improving the effectiveness of targeted ads for advertisers.
For instance, a customer who frequently uses certain coupons with mobile wallet platform
Syrup Wallet will receive corresponding brand’s promotional ads.
Other applications include targeted marketing that uses destination data of mobile navigation service
T Map to advertise stores located nearby.

SK Planet selected Krux based on the DMP’s reputation as a world class partner and
reputable global leader in data management with the capability to strengthen the company’s current offering
by tapping into existing data assets that, until now, have not been utilised to full potential.
SK Planet is already benefiting from the partnership, improving customer engagement,
new advertiser proposition and opening up new revenue streams required to remain competitive
in the current market – all based on the power and flexibility of the Krux enterprise platform.
Hong Sung-min, SK Planet Head of Commerce Business Office 3, explained,
“With the number of smartphone users reaching 40 million, SK Planet has rolled out Syrup Ad DMP.
The service is a cutting-edge mobile marketing platform that analyzes diverse consumption activities
carried out on the mobile scene.” He further added, “Our aim is to deliver sophisticated mobile advertising
services that satisfy both the needs of users as well as advertisers.”   
Stuart Spiteri, Krux Managing Director Asia Pacific & Mid East said, “We are excited to be working with SK Planet.
The opportunity to build new businesses with data as the foundation is the future.
SK Planet understands that this is a journey, and it is important to begin with building capabilities,
and work with reputable, trusted global leaders like Krux.”
About Krux
Krux helps companies worldwide deliver personalized marketing, media, and commerce experiences to the right people,
in the right way, and at the right time. Krux’s cloud-based data management platform (DMP) operates in real time,
unifying people data from all screens and sources into a single view of the individual;
analyzing the data to understand each individual's preferences; and activating the data across any delivery channel.
Monthly, Krux interacts with over 3 billion browsers and devices, serves over 20 billion page views,
and processes nearly 2 billion CRM records.