Tashkent, Uzbekistan (UzDaily.com) -- VEON Ltd., a global digital operator that provides converged connectivity and online services, incorporated a dedicated adtech company called VEON AdTech in Uzbekistan. The company, wholly owned by the VEON Group, will offer digital marketing services to support the growth of local economies in the countries where VEON operates. The headquarters of VEON AdTech will be located in Tashkent, Uzbekistan.

The move comes as the digital advertising spend in the countries where VEON operates is expected to exceed US$1.3 billion in 2023. The company’s digital operators will leverage machine-learning algorithms to provide highly targeted digital marketing services. VEON AdTech will employ a dedicated technology team to manage VEON’s core AdTech intellectual property portfolio and provide a central software development role supporting VEON Group companies.

The decision to establish the headquarters in Uzbekistan is in line with the country’s Digital Uzbekistan 2030 vision, which aims to develop a technology-based economy. VEON AdTech will also help to develop programming and data skills within the country.

According to Kaan Terzioglu, CEO of VEON Group, "The digital advertising market offers significant potential for our Group to build on the success of our digital operator strategy. With increasing capabilities in adtech, our digital operators can support the growth of the local economies in our markets, bringing together businesses and end-users in meaningful, targeted ways."

VEON AdTech’s digital marketing services will be built on VEON’s MobileID technology, which provides enhanced privacy and security to consumers. All advertising campaign data will be processed within each operating country to enhance consumer protection and also to develop local data skills and digital expertise.

The formation of a dedicated business division will boost the deployment of VEON Group’s adtech capabilities and the creation of new services. "Given the direct relationship we have with our customers, we are perfectly positioned to help advertisers, big and small, reach their target markets and support the growth of local economies in doing so," said George Held, General Manager of VEON AdTech.