Online and mobile advertising provider Httpool which focuses on emerging markets, has launched a new self-serving online and mobile advertising platform called AdPlatform, reports exchange4media. This platform will offer agencies, advertisers and publishers an integrated ad platform which comprises of free ad solutions, ad exchanges, multiple partner networks and an optimisation system.

The company also claimed that this platform will allow advertisers to combine campaigns across a wide range of advertising formats, targeting options and pricing models from its proprietary and partner ad networks and exchanges, in order to maximize the mobile inventory and secondary online inventory of its local and international publishers. Going forward, Httpool plans to launch Predictive Behavioral Targeting, which will allow advertisers reach specific audiences depending upon various criterion like defined target demographics, media consumption and specific interests, and Cross Exchange Management which will enable advertisers to trade across major ad display exchanges globally, by the end of this year, as indicated by the exchange4media report.

Launched in 2000, Httpool claims to be the leading Central and Eastern European full service online and mobile advertising provider with more than 2 billion monthly impressions across more than 7000 websites, 65+ partnerships with major international ad networks and 5000+ publishers. As of now, the company has 18 local offices in 17 countries across Europe and Asia. It started its Indian operations in 2011 and currently has offices in Mumbai, Delhi and Bangalore with customers like Airtel, Sony Ericsson, Nokia, and Cadbury among others. Globally the company has customers like Visa, British Airways, Nokia, Vodafone, DHL, Unilever, Adidas among others.

Similar developments: Last month, Airtel had launched its own mobile advertising platform, allowing advertisers to manage their campaigns, share reporting and analytics. The company had said that the platform will cover mobile internet (WAP), messaging services and Airtel digital TV and will offer ad spots in WAP, end of call notifications, recharge notifications and Digital TV guides, messaging and voice. Prior to this, Capital18 and Webchutney backed ad network NetworkPlay was acquired By Bertelsmann group’s media company Gruner + Jahr.

Other players in this segment include Ozone Media which had recently forayed into mobile advertising, and Komli Media which had recently raised $39 million from Norwest Venture Partners (NVP), its existing investors like Nexus Venture Partners, Helion Venture Partners, Draper Fisher Jurvetson, and a new investor Western Technology Investment. Mobile ad network major InMobi was also planning to focus back on India by opening new offices in Mumbai and Delhi.

 Apurva Chaudhary also contributed to this post

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