With this investment, Fork will be the largest in-image advertising platform in the Asia-Pacific region purely in terms of inventory volume
BestMediaInfo Bureau | Mumbai | September 13, 2016
Fork Media (Fork), one of the fastest growing ad tech companies in India, has announced a majority stake acquisition in Inuxu Digital Media Technologies, a digital ad technology platform. Inuxu owns ‘Adgebra’, a multi-device ad tech platform, delivering relevant high impact ad units with in-built audience segments, data management platform, and fraud protection with a promise of higher brand visibility, engagement, recall and yield.
The Start-up of the Year (Ad Tech) 2015, Inuxu has showcased tremendous growth and success in the ad tech world. Since its inception three years ago, the company now has over 150 clients, including American Express, Wai Wai Noodles, Horlicks, Gillette, Lava Mobile, SOTC, Cadbury and others.
The proprietary audience data and inventory marketplace platform, ‘Adgebra’, uses highly advanced mathematical algorithms to generate custom audience segments and deliver precise campaigns paired with engaging elements. These creative innovations provide digital ad campaigns with unmatched brand engagement and recall value. Inuxu’s capabilities include offering a service layer on top of the product, which caters to an entire spectrum of publishers, advertisers, campaign managers and media planners under a single platform.
Samar Verma, Founder and CEO, Fork, said, “We believe Inuxu is a rapidly growing company with a remarkable value proposition and technology. The partnership further develops our existing, trusted relationships with premium publishers, agencies and advertisers in a mutually beneficial manner. This investment allows us to continue to develop our technology and offer our clients a platform customised to their requirements. We are committed to partnering with companies that have built complementary products with our business and that strengthen our market position, enhance our portfolio, and add strategic value.”
With this investment, Fork will be the largest in-image advertising platform in the APAC region purely in terms of inventory volume. Inuxu brings other products that synergise with Fork’s existing offerings. The consolidation will allow Fork to steer their media business and offer strong data-led solutions across an audience of more than 50 million monthly unique visitors. Additionally, this will leverage existing offerings as distribution channels for brands to engage with their target segment.
In keeping with Fork’s philosophy, the existing management team of Inuxu will continue operating their business with Fork stepping in to provide growth capital, technology, infrastructure and sales support.
Rohit Bagad, Founder and CEO, Inuxu Digital Media Technologies, said, “Inuxu and Fork are able to create niche market for themselves in highly competitive and infamous ad tech space. We believed that this is the right time to complement and play on each other’s strengths. Our combined services will offer an extensive portfolio to the customers, and our synergies will help both the companies to take a step closer to our shared vision of providing incomparable value to partners. Inuxu and Fork as a single force will be able to reach 50 million unique users serving 4 billion plus impressions per month, offering unmatched reach and user engagement for brands.”
Fork Media has emerged as one of the fastest growing companies in the ad tech space and is India’s first premium platform that leverages online, mobile and video, to create innovative, turnaround solutions for advertisers and publishers. Fork Media creates advertiser-focused content, crafts innovative ad engagements, and uses data to match the audience with brands. The company works with publishers to unlock alternative revenue streams and with advertiser to create long-term engagement with target consumers.
Launched in March 2013, Fork Media is based in Mumbai and has offices in Delhi and Bengaluru. Fork has forayed into the international market with the launch of its GCC operations in Dubai in 2014 and will soon begin expansion to Southeast Asia, with headquarters in Singapore.
Inuxu was founded in May 2013 and rewarded as the ad tech start-up of the year in 2015. It started with a vision to blend together the science of ‘relevance’ and art of ‘engagement’ to deliver personalised and interactive ads to the digitally evolved user.