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February 5, 2014 08:17 am GMT

Komli Media Launches Remarketing Platforms To Take On Google, Facebook

photo-4It’s been a roller coaster ride for Komli Mediarecently, the Indian digital ad network that has raised around $97 million from investors including Peepul Capital, Norwest and Nexus Venture Partners. Within few weeks of raising its biggest funding of $30 million in October last year, Komli’sCEO, Prashant Mehta, quit the company,raising concerns about the startup’s future. Till then, the startup was aiming to achieve $100 million in revenue by 2014. Amar Goel, who founded Komli in October 2006, had to take the charge back after the CEO’s exit. Now, he is bringing several key changes to ensure that Komli gets back on its growth path again. Firstly, Komli is now officially moving into the direction where most of its global peers are headed in terms of building the next generation ad platforms. Goel told me in an interview that the startup is launching its remarketing demand-side platform (DSP) that will mean a massive shift in the way it earns revenue. To start with, the billing will shift to SaaS model, where marketeers will pay on the basis of how how successful the remarketing campaigns are.This post from Digidayexplains why DSPs matter for ad networks like Komli and how do they work. As part of its new strategic shift, Komli is also making few management changes.Ashwin Puri is being appointed as the head of Komli’s newly created remarking DSP business unit and Damien Lavin will now lead the startup’s South East Asia and Australia businesses. Overall, Komli’s transition story is no different from howthe digital ad startup Turn was forced to shift from its traditional ad network model to an algorithm-based platform that relied heavily on big data to help customers manage ad campaigns on-the-fly. In some ways, this shift is also similar to how e-commerce companies transitioned from inventory-led models to a marketplace. “We’ve invested a lot in user interface and algorithms running these platforms. In 3-5 years, almost all our revenue will come from these platforms, ” said Goel. He added that Komli’s new remarketing DSPs are a first for advertisers, who will now be able to have clear visibility on costs, customer behavior, and create ads on-the-fly. Komli has already signed 20 customers including online fashion retailer Myntra to use its remarketing demand-side platform (DSP). The startup is hoping to achieve ad spend worth over $100 million on these new platforms in about two years. “Komli’sdetailed reporting and

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