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Komli launches real time bidding-enabled ad platform

By afaqs! news bureau , afaqs!, Mumbai | In Digital | December 16, 2011
The platform ATOM, will allow media buyers to bid for and purchase online ad inventory on an impression-by-impression basis.

Digital media firm Komli Media has launched ATOM, India's first real time bidding (RTB)-enabled performance ad platform. RTB is a technology that allows media buyers to evaluate, bid, and purchase online ad inventory on an impression-by-impression basis.

According to Komli, ATOM provides access to over 10 billion ad impressions per month, and more than 90 per cent reach into India's online audience (estimated 80 million+ users). It also covers hundreds of thousands of publishers, including more than 50 per cent of the top 200 publishers in India.

Prashant Mehta, CEO, Komli Media, says, "We found through several rounds of analysis that the websites are not of utmost importance in online advertising. What is significant is to reach the right kind of audience. Our technology will help to find the right impression that will meet the requirement of the client."

Mehta adds, "With ATOM, advertisers and publishers can anticipate increased return on investments as this technology platform will enable the advertiser to connect with the right target audience in real time. ATOM will facilitate extended access to various inventories globally."

With the promise of one-to-one marketing becoming a reality, Gulshan Verma, vice-president and country head, India and US, ad network, Komli Media, elaborates, "Some of our customers are already seeing the benefit of only paying for the impression they want. For example: An online e-commerce client witnessed 79 per cent increase in its conversion rate using RTB through ATOM; while a software client enjoyed 71 per cent click through rate improvement.

"This has also benefited our publishers. We have been able to increase some of the publisher's yield (revenue per thousand impressions) in excess of 70 per cent."

With statistics predicting a quantum growth in the size of online advertising, both in India and globally, Komli plans to use ATOM to increase the effectiveness of display campaigns.

Satish Kadu, vice-president, products, Komli Media, says, "With RTB-enabled auction-based media buying, the science of search advertising is coming to display advertising. Advertisers will be able to selectively buy audiences and impressions that matter, and pay exactly what the impression is worth."

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