By Jessica Davies

Unilever will unveil its first programmatic mobile marketing platform – Konnect – at Mobile World Congress in Barcelona later this afternoon.

The FMCG giant has likened Konnect, which is based on Brandtone’s mobile marketing platform, to a “Bloomberg terminal for marketers”, letting marketers send targeted campaigns at scale to an opt-in database of customers.

Unilever is the first user of Konnect and will launch initially in India ahead of planned rollouts in China and Indonesia. Messages and feedback requests can be sent to consumers in emerging markets, who have already given Brandtone permission to store their details within its database.

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Source: The Drum