Star Media Group Selects Antsomi CDP 365 to Power Its First-Party Data Strategy

25 March 2025

KUALA LUMPUR: Star Media Group, which boasts a diverse portfolio that includes Malaysia's leading English-language newspaper and news portal, multiple radio stations, event businesses, and more, is embarking on a journey to unify and effectively leverage its customer data. The media powerhouse has selected Antsomi CDP 365 as its customer data platform to drive its first-party data strategy and enhance customer engagement across various touchpoints.

Antsomi CDP 365 is a Software-as-a-Service (SaaS) solution designed to assist publishers and brands in unifying customer data and activating it across multiple channels with hyper-personalised messages and customer experiences.

By collaborating with Antsomi, a regional marketing technology company serving clients throughout the Asia Pacific, and implementing Antsomi CDP 365, Star Media Group aims to create a comprehensive single customer view. This will facilitate deeper insights into audience behaviour and preferences, ultimately leading to improved engagement and services.

In an era where media consumption habits are rapidly evolving, publishers must stay ahead by harnessing technology and data-driven solutions. This partnership highlights the necessity for media companies to embrace innovation to ensure they remain competitive.

Kevin Seng, Senior General Manager of Technology at Star Media Group, emphasised the significance of this initiative: "As a leading media group in Malaysia, we have many touchpoints with our readers and customers, both online or offline. This first-party data can help us better serve them. The adoption of a customer data platform, i.e Antsomi CDP 365, will allow us to achieve our goals while also adhering to the relevant privacy regulations through appropriate data anonymisation. This platform supports our commitment to a long-term first-party data strategy, enhancing our engagement and offerings for our audiences."

Antsomi CDP 365 will enable Star Media Group to create a unified customer view by integrating data from online sources such as websites and mobile apps with offline sources like events and on-ground activities. This integration allows the media group to form a comprehensive 360-degree customer profile, enhancing personalisation efforts across its various platforms.

By understanding customer behaviour in-depth, Star Media Group aims to drive digital subscriptions for The Star Digital through a multi-touchpoint approach, ensuring better engagement and retention of its audience.

Additionally, the AI-driven audience segmentation capabilities of Antsomi CDP 365 will enable Star Media Group to leverage the IAB (Interactive Advertising Bureau) dictionary and taxonomy to classify users accurately. The AI-trained model will then sync audience data to the Star's ad server, Google Ad Manager, allowing for more relevant ad targeting based on user behaviour and context.

Furthermore, the platform will significantly enhance data analytics and reporting for The Star's analytics team, providing broader insights to facilitate improved strategic decision-making.

It will also enable the delivery of contextual surveys to targeted audiences based on content relevance, ensuring higher engagement rates and more effective audience feedback collection.

Serm Teck Choon, co-founder and CEO of Antsomi, shared his enthusiasm for the partnership: "We are honoured that Star Media Group has selected Antsomi CDP 365 as its customer data platform. This collaboration marks a significant step in empowering the media group with the right data strategy and approach to optimise audience segmentation and engagement."

Both Star Media Group and Antsomi are excited about this strategic collaboration and look forward to a long-term partnership that will drive innovation and data-driven decision-making within the media industry.

By harnessing the power of AI and first-party data, Star Media Group sets a precedent for how publishers can adapt to technological advancements to serve their audiences better. This collaboration is expected to create a significant impact not only within Malaysia but also across the region, inspiring other media organisations to accelerate their digital transformation and redefine the future of media engagement.

Pic captions: Serm Teck Choon (pictured left) from Antsomi and Kevin Seng from Star Media Group are excited about the partnership between the two companies