Monsoon Ads, an online video advertising network which sells video advertising for Indian publishers in the US, has tied up with the Times of India’s digital video arm Times Audience Network (TAN), for sales in India.

It’s an exclusive deal, and adds inventory for sale to TAN’s portfolio of video content from the Times of India group. Monsoon has deals with multiple Indian content publishers, and essentially aggregates South Asian inventory, for targeted advertising in the US. With the deal with TAN, it will now be able to monetize the inventory on the Internet and mobile in India. For mobile, TAN has a deal with VuClip. It also streams live content online at Live.Indiatimes.com.

Do keep in mind that in some instances, geo-location blocks apply to video content (depending on the territory for which the content has been licensed by the online publisher), so it might not be the same catalogue of content. Monsoon has deals with publishers like Rajshri Media, Saavn (a JV between Hungama and 212 Media), Eros On Demand, Dhingana, Bollywood Hungama. At Live.Indiatimes.com, TAN streams content from Viacom18, TV Today and STAR.

What’s puzzling about this deal between TAN and Monsoon is that the inventory in India is not being aggregated by TAN directly. Why not a direct deal, cutting out the aggregator?

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