KUALA LUMPUR (Nov 14): Axiata Group Bhd's integrated digital advertising unit, analystics.data.advertising (ADA), is looking to invest RM120 million over the next three years to expand its operations.

ADA chief executive officer Srinivas Gattamneni said the money would be used to aggregate more data, as well as develop machine learning models.

"In order to implement this, we need a lot of platforms, [such as] platforms for automation for decision making," he told reporters after the launch of ADA's centre of excellence today.

ADA has invested some RM60 million thus far, he said, but declined to give more details.

In terms of its client base, Srinivas said the company has around 500 brands under its roster in industries such as telecommunications and financial services.

He added that ADA's growth strategy was to focus beyond the top 10 brands within an industry, as they control more media spending.

Currently, ADA has a presence in all countries in Asean except for Vietnam, Laos and Myanmar.

Srinivas said ADA is seeking to expand into Vietnam by mid-2020, most probably through an acquisition.

As for Myanmar the company is still studying the market there, while in the case of Laos there are no plans to expand there for the moment, he said.