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Komli Media acquires PostClick

By afaqs! news bureau , afaqs!, New Delhi | In Digital | June 11, 2010
PostClick is an Australia-based site representation firm, which has partnered with more than 100 online publishers

Komli Media, which runs an online ad-network and audience measurement website, Vizisense.com, has expanded its presence beyond India. It has acquired an Australia-based site representation company, PostClick.com.

PostClick is an online media sales company, which ties up with online publishers -- mostly on exclusive representation basis -- to represent and sell their online ad inventory to advertisers.

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"It's not exactly an online ad-network, but a site representation company," points out Prashant Mehta, chief operating officer, Komli Media, while talking to afaqs!. He clarifies that unlike ad-networks -- which prefer to tie up with a large number of publishers, on either exclusive or non-exclusive representation basis; a site representation firm usually prefers to target fewer publishers and focuses on exclusive site representation deals. Moreover, a site representation company does not invest so much on technology enhancement; but focuses mainly on the representation and selling part of the ad-network business.

PostClick has operations in Australia, Singapore and Indonesia. Mehta claims that the firm has partnered with more than 100 websites, including Bloomberg, Businesstechnologyguide.com.au and Aussie-nintendo.com. The company also has a tie-up with HindustanTimes.com for monetisation of Australia-based traffic on the site. It claims to reach about 40 per cent (7 million) of Australia's online population.

"The idea behind this acquisition is to expand our base in Australia, which is a bigger market in terms of online ad spends (US $ 1.8 billion); and thus, enhance our revenue in the coming years. In two years from now, we expect PostClick to contribute 25-30 per cent of Komli Media's total revenue." As per an industry estimate, Komli Media bills up to Rs 12 crore annually from its India operations.

Mehta adds, "We also have plans to expand Vizisense.com's presence beyond India. We can leverage PostClick's relationships with publishers and advertisers in Australia to introduce Vizisense.com, and thus, expect a faster adoption of the tool."

On how the acquisition would benefit PostClick, Mehta says, "We will help or provide them technology such as targeting capabilities, which will help PostClick to offer enriched solutions to publishers and advertisers, so as to command a better price for their services." PostClick's business model is based on the commission earned through publishers from the sale of ad inventory.