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Ad network Amagi will launch a new managed playout service that helps broadcasters simplify video content preparation, management and delivery using its cloud platform. The company claims it will also help increase workflow efficiency, quality control and provide complete control of playouts to broadcasters. The platform will be launched at the IBC2015 in Amsterdam in September.

The new platform will also let broadcasters manage assets and archives, traffic and scheduling and provide 24/7 monitoring. The platform creates a playlist based on content provided, post which the relevant content is pushed on to servers installed at various geographic regions. The servers then play the playlist for a 24×7 channel playout. Amagi claims its system can nearly halve the setup costs compared to traditional satellite/fibre broadcasting.

Amagi also offers a geo-targeted advertising platform designed for TV broadcasters who air programmes outside the country of its origin, allowing them to replace ad breaks on satellite feeds with local ads. The company mentions that its satellite receiver can store ads and replace the watermarked ads locally based on a pre-determined playlist. The entire workflow can be managed remotely through a cloud interface.

In India, Amagi works with broadcasters like Zee Network, TV18 group and Times Group among others. It claims to have tie ups with more than 2,000 advertisers, of which prominent ones include Hindustan Unilever, PepsiCo, P&G, ICICI Bank, Shoppers Stop, Wipro, Myntra and Lenskart among others. It also claims to work with over 30 of the country’s top 50 advertisers, to target their ads to specific markets.

EMEA expansion: In January, Amagi set up an office in London to further expand in the EU and the Middle East regions. It mentioned then that it was setting up a team in Europe and had appointed Nick Wrinch to head its sales in the EMEA region. This came a month after the company rolled out its ad monetization platform in the region. The same quarter, the company also expanded its operations to Japan.

Amagi funding: Note that the ad network had recently raised an undisclosed amount in funding from Premji Invest (the family office of Wipro’s chairman Azim Premji) and Mayfield Fund, which it said it would use to grow in India and internationally, including to set up new offices in the UK, US and Singapore. The company had previously also raised Rs 30 crore from Mayfield Fund and existing investors, Nadathur Group and Ojas Ventures in July 2013, adding to the Rs 37 crore it raised from Nadathur Group and Ojas Ventures back in 2011.

Competition:

– Last week, mobile ad-tech firm Tyroo launched its Product Listing ads (PLA) which would be open to all App publishers and would compete with Google and Facebook’s PLA. The company said that its Product Linked Ads show relevant products as per consumer interest, reducing their efforts of buying products online.

– Last week, InMobi tied up with Amazon India, Paytm and other marketplaces and launched Miip, its advertising discovery platform. The platform will be launched in its beta version soon with apps like Shopclues, Swiggy, Moneyview, Nestaway, Urban Ladder, Vozpop, Wooplr and Zimmber sporting its features. Miip essentially shows up as an animated green monkey on apps, suggesting users which products they can buy. For example, when listening to music, the monkey pops up with relevant merchandise, track reviews, concert tickets, music equipment or trending rock collections in one place.

– Last month month, Google introduced Search Ads in the Google Play Store for advertisers and developers that use Search app install campaigns on their AdWords account.

– In May, mobile marketing and advertising firm Vserv launched a new commerce solution for telecom and DTH operators where users could buy data, voice and segmented channel packs through advertisements and complete transactions for the services.

– In July, Ad technology platform Adadyn (previously known as Ozone Media)reported that it saw 2 billion desktop impressions daily, 300 million mobile impressions daily and over 1 million fraudulent impressions detected and rejected daily across 136 countries in the first half of 2015.