Advertising network Komli Media has launched Komli Labs, a centre for research in advertising sciences. The company has roped in Srinivas H Sengamedu as vice-president and head of Komli Analytics and Labs. Sengamedu was previously director, research at Yahoo Labs.
Commenting on the launch, Satish Kadu, vice-president, Komli Media, says, "Komli Labs aims to leverage applied research to drive digital or online advertising. With this launch, we want to drive innovation and add value to the advertising ecosystem.
Komli plans to use the data it collects on various ad platforms to derive insights about the users and use this to develop strategies to give greater value for publishers and more hits for the advertisers.
Speaking about the work to be done at the Komli labs, Sengamedu, who has several years of experience in research, with over 100 research papers to his credit, says, "There are three aspects to what we will do: develop best-in-class technology to power Komli products, create long-standing IP, and author high-impact research papers. The team is armed with deep technical knowledge and data expertise."
It may be recalled that Komli had recently announced the launch of ATOM, a real-time bidding advertising platform that allows media buyers to bid on and purchase online ad inventory on an impression-by-impression basis.