Manish Vij’s VUN Digital Ventures and Harish Bahl’s Smile Interactive, have incubated SeventyNine, a Mobile Media Distribution and Analytics platform, founded by Deven Dharamdasani. The platform includes a cross-platform pay for performance distribution network for app downloads, an analytics and metrics platform, a rich media ad platform and a mobile product development studio. Manish Vij declined to share the exact investment amount in the company.

SeventyNine intends to offer mobile app development and monetization solutions from media acquisition phase through to usage & behavior metrics, and claims that it will allow publishers to rake up high performance ad slots to increase monetization, while also offering a free to use analytics tool to them as well as to advertisers.

Speaking with MediaNama, Dharamdasani informed that the company’s distribution platform aggregates publisher inventory to provide brand custodians organic or distribution growth across platforms. He also added that the free for all analytics tool, which is currently deployed on Android, allows app custodians to understand consumer behavior including usage and download patterns, device patterns (resolutions, handset models etc) to give usage and media insights to planners to support monetization efforts. He informed that the company’s mobile ad network is also live.

On being asked how the distribution platform functions to increase monetization, he declined to comment, and said that he would discuss it at a later stage when the entire product including ad creative services are ready at the back end.

SeventyNine would compete with Guruji’s mobile ads mediation and optimization platform, AdIQuity, in addition to mobile ad networks from AdMob, InMobi, VServ.mobi and NetworkPlay, and analytics and monetization tools like Tanla’s TPay Mobile and Flurry.