Affle, the mobile messaging and advertising company, has partnered with Yahoo India for selling its mobile advertising inventory in India. As part of this partnership Affle would sell Yahoo India’s mobile advertising inventory across feature phones,
smart phones and tablets. The deal will enable advertisers on Affle’s network to reach out to Yahoo India’s mobile properties in India.

Currently, Yahoo offers services such as Yahoo cricket, OMG, Lifestyle, Movies, among others in the Indian market. The company claims that it reaches to over 70 percent of the Internet audience in India. Vishal Maheswari, Senior Director and Head of Sales of Yahoo India said that mobile is a key area of focus for Yahoo given the growth of connected devices in India.

Other partnerships in India

In July 2011, Affle had tied up with eBuddy, a mobile and web instant messaging aggregator, getting exclusive rights to sell eBuddy’s mobile advertising inventory in India.

Other Developments

Singapore headquartered Affle group, a mobile advertising firm, had launched an ad technology platform, Ripple, a rich media and video advertising network, offering advertising solutions across all smart screens including PC, Mobile, Tablet and smart TVs. Affle and D2 Communications had formed a mobile marketing joint venture in the Indian market called ad2c, which had acquired Mobimasta, a Gurgaon based specialist mobile marketing agency founded in November 2009 by Anurag Singh, Viraj Singh and Alok Pabalkar. D2 Communications, a subsidiary of NTT DOCOMO in a JV with Dentsu, had invested around Rs 50 crore in Affle in October last year.  D2 Communications claims around 25% of the mobile advertising market in Japan, and the plan, according to Anuj Khanna Sohum, Chairman of the Affle group, is to bring thousands of case studies from D2 to India.

Affle currently operates in Singapore, India, China, the UK, the USA, Indonesia, Australia, Thailand and Malaysia.

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