Colombia, a native advertising platform, will allow marketers to engage with nearly 200 million digital users a month across Times Internet Limited properties and partner publishers
BestMediaInfo Bureau | Mumbai | June 21, 2016
Times Internet, a digital products company and the digital venture of Times of India, has been aggressively investing in a 150-member global technology team to develop Colombia, a world-class native advertising platform and a one-stop destination for marketers. Times Internet has earmarked an investment of around $100 million to develop marketing technology to continue to create value for marketers as the mix of digital marketing gets more complex.
The company that custom built its own big data engine, using open source tools and technologies, is looking to expand Colombia’s capabilities to leverage insights and data about users across multiple marketing formats with the continued investment.
Colombia has been created to give marketers the ability to fully engage with nearly 200 million digital users a month across Times Internet Limited properties and partner publishers. In March alone, The Colombia Network served more than six billion content recommendations, making it India’s largest native platform for premium publishers across both desktop, tablet and mobile.
According to Swapnil Shrivastav, CTO, Adtech and Colombia, “Colombia is currently processing billions of requests a day and matching the right marketing offer to the right users at the right time and the right format, considers more than 1,000 separate attributes in real time. It will only scale up further.”
“The acceptance of Colombia among both the marketer and publisher community has been remarkable with over 50 external premium publishers signing up to leverage Colombia as a native platform in the last six months. This investment is a show of confidence in Times Internet’s ability to build world-class technology platforms that scale,” said Gulshan Verma, CRO, Times Internet Limited.
Apart from Colombia being the only smart marketing platform of its kind, Times Internet is also one of the largest publisher-owned ad network platforms in the APAC region. With its scale and reach of 165 million users across genres and languages Times Internet provides absolute control to marketers to disrupt the way consumers in India can be reached online. Digital ad spending is already measured in many billions of dollars and Times Internet is looking to stay ahead of the curve to aid marketers to reach more markets and tap into consumers in a targeted and insightful manner.