Online ad network Komli Media has launched a Real Time Bidding(RTB) enabled performance ad platform : ‘Atom’, which it claims would be India’s first RTB enabled performance ad platform, and the largest by reach in Asia. According to a statement from Komli, it will enable media buyers to evaluate, bid on and purchase online ad inventory on an impression by impression basis, thereby reaching the precise audience segment.
Atom Platform: With this new real time Atom ad platform, Komli claims that advertisers will get access to 10 billion ad impressions per month with coverage from several publishers including 50% of the top 200 Indian publishers,and would reach over 90% of India’s online audience. It also adds that this platform will help them get high quality inventory, better inventory volume, and precise audience buys, which in turn can drive higher ROI (Return on Investment) on clients’ campaigns. Atom will be initially launched in India but it intends to roll out the platform to other markets over the next few months.
Competetion: Other ad exchanges include Zedo’s ZINC, which claims to feature only premium, guaranteed inventory for advertisers and offers an open bidding platform, selling inventory for media brands such as NDTV, HT Media, Mid Day, Financial Chronicle and other regional publications. Yahoo owned Right Media is another clear example of competition. Guruji.com‘s mobile ads mediation and optimization platform, AdIquity, had recently launched a Real Time Bidding Ad Exchange for mobile ads.