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Vserv’s Dippak Khurana on India ad rates, native ads, telco tie-ups & global expansion

Dippak Khurana

Mobile ad exchange Vserv recently released its annual growth report in which the company claims to have grown 82% Year-on-Year (YoY) in terms of ad inventory, after serving more than 2.4 billion ad requests on a daily basis. The number of clicks on ads has also increased two folds, with most of the growth coming from ads on mobile apps. We spoke to Vserv co-founder and CEO Dippak Khurana to understand more about its business, focus areas and challenges: On ad rates in India "In India, CPC rates starts at 2 cents per click and goes up to 15 cents a click. For advertisers seeking downloads, the Cost Per Install (CPI) varies from 30-40 cents to as high $1 in India" Khurana says. India is still the largest market for the company with 33% of its customers, followed by SE Asia with 20%. Latin America accounts for 18-19% and Middle East and Africa form a combined 15%. South Africa is however the most lucrative market right now, where the rates are as high as 40-45 cents a click. In Latin America CPC rates starts at 12-15 cents a click, while in SE Asia it is 7-8 cents a click. "India is in that way the lowest when it comes to ad rates. That's to do with just the cost of media here. For us we're clearly seeing growth across all  key regions as mobile internet adoption is going through the roof in all these markets," he says. For the ad rates to increase in India, the demand from advertisers…

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