Mogae and Zeotap create joint venture for mobile programmatic advertising

Mogae Media has announced that it is teaming up with German start-up Zeotap to launch a mobile programmatic ad platform in India. Financial details were not disclosed, though both parties will be equal participants.

Mogae and Zeotap plan joint venture programmatic ad platform

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Programmatic buying is used for digital platforms in India, but the new joint venture plans to target smartphones and smart devices instead. Sandeep Goyal, Chairman, Mogae Media, explains:

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“Programmatic buying involves a paradigm shift in the approach to digital advertising from the entire ecosystem – brands, agencies, publishers, not forgetting the availability and capability of technology platforms (demand side platform, supply side platform, data management platform) to execute the true potential of programmatic. Programmatic is an ideal technique to move marketing from a fragmented campaign-by-campaign paradigm to an always-on paradigm covering the entire customer lifecycle. With zeotap, we wish to do just that.”

Zeotap was launched late 2014 and raised $6.4m in a Series A funding this year led by Capnamic Ventures, Irish Capital and ex-executives of Nokia and Yahoo. The company plans to use the investment to expand internationally and grow its global tech centre in Bangladore.

The new Mogae-Zeotap joint venture platform will go live by September, with a large roll-out planned for the coming six to 19 months.