The ad platform will save cost, simplify processes and help target audiences at the individual level
Sohini Sen | Mumbai | March 21, 2014
Times Internet launched a unique ad technology platform yesterday. The new technology has been so far used in the West and is likely to usher in a new era is digital advertising solutions.
The new ad technology platform will make life easier for the digital ad space, with work done in audience driven creative optimisation, intelligent pricing, mediation across various direct and indirect demand channels. The ad tech will be India's first fully automated, homegrown intelligent ad platform connecting various services including ad serving, exchanges, billing, audience, affiliates, print ads and more.
Gautam Sinha, COO & Chief Technology Officer at Times Internet, told BestMediaInfo.com, “Digital has a unique property in that you can target individuals. This is not possible in print or television. Most media buyers came from the TV or print industry and therefore they tried to use the same methodology for digital advertisingl. But we can afford to change that now because we have the relevant technology. The new ad technology has the ability to uniquely identify a person and access them at the right time through the right media.”
The second benefit that the ad technology platform will provide would be on the cost-saving front. As more and more people consume content through different media, it becomes all the more important to not waste money. The new technology will help reduce duplication and thereby save costs.
“Finally, simplification of the entire process also plays a big role in the new ad technology. By making the whole process completely visible and transparent, it simplifies the process for advertisers. Dynamic optimisation in case of some error is also possible now, since it can be tracked at the earliest. Therefore, the unified platform benefits both advertisers as well as agencies,” added Sinha.
Times Internet, the largest internet property in India, boasts of 59 million unique visitors and 2 billion page views every month. Therefore, the technology to manage this large number would also need to be advanced, which is why the new tech helps. The new ad platform's technology is mostly brought from other countries while 40 per cent has been built in India.