Following Vserv's launch of AudiencePro, which provides advertisers the ability to target consumers on the mobile web better with data from telecom operators, we spoke with Vserv Co-Founder Dippak Khurana about, among other things, payment cycles in mobile advertising and managing cashflows, user privacy and access to data. MediaNama: What's the idea with AudiencePro? Dippak Khurana: If we take a step back at mobile advertising, if it has to achieve its true potential, mobile ads need to become more relevant. Advertisers are looking for the relevant audience. As a mobile ad network, we get data, we're able to track clicks, do re-targeting, which we're able to do independently. If we combine that with AudiencePro, it combines this data with telco data. MediaNama: How does this work, in terms of the relationship with the telco and their data? What's the process of targeting, and what kind of data gets shared with your system? Dippak Khurana: From a telco point of view, their biggest asset is a customer relationship. We get broad parameters like average ARPU, demographic, data usage patterns (if he's consuming less than or more than 5mb), the city of the user, and as we are working deeply with the carriers, we're getting the content consumption pattern - cricket, music, football, based ont he content consumed on the network. These get us surround information, instead of pin pointed information, combined with the device, the content being consumed at that time on our network. It makes it richer for the advertiser. MediaNama:…
