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DGM India Launches Its Ad Network – dgMatix

DGM India, has launched its brand ad network – dgMatix. The ad network will utilize DGM’s technology to carry out campaigns as well as track click frauds and measure campaign performance. 

Founded in 2007, DGM India was a subsidiary of AIM Listed, Asia Digital Holdings PLC (then known as Deal Group Media PLC). In April 2012, ad network Tyroo and Anurag Gupta, the Managing Director of affiliate ad network DGM India had together bought DGM India for a total consideration of Rs 3.35 crore from Asia Digital Holdings. Vun Network founder Manish Vij had told MediaNama that apart from acquiring DGM India, they had also acquired technology from DGM Global, as a part this acquisition including all source codes, servers, databases and documentation. So we believe the new network would include technology from DGM International.

According to the company, the platform uses proprietary JavaScript injection technology to put an ad on the publisher’s website without interfering with the existing ad units or existing design of the website. The ad units created by dgMatix are interoperable with other platforms like Flash, HTML5 etc.

The company claims that as dgMatix’s technology is hosted on cloud (Amazon), it can generate faster response time. The ad server resides on Amazon and the delivery system works from Amazon CloudFront which allows it to automatically route end users to the closest available location, ensuring faster delivery of ads without drop outs.

– Solutions offered: dgMatix offers two kinds of solutions to Brand advertisers: Impact and Reach. Its Impact solution provides ad units including Brand Box – A slider unit that can play rich media ads to static images; Brand Bar to serve ads in the margin/free space on the left & right side of the website content, and Brand Bang – HTML/Flash ad units.

– Reach: The company claims that dgMatic has a reach of over 30 million Internet users on a monthly basis and its parent company DGM has worked with 15,000 websites across India. It also provides customized strategy for advertisers as per analytic reports. The pricing models include Cost per visitor, Cost per click, Cost per thousand impressions, among others.

Other players

dgMatix essentially competes with Google’s very successful ad network which also provides mobile solution after it acquired Admob for $750 million in 2009. Apart from that, there’s Komli Media which recently acquired  Admax Network, a South East Asia focused advertising network, covering six markets – Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. Komli Media has been looking to scale India and APAC network. The company recently raised $39 million (Rs 214 crore) in a financing round led by Norwest Venture Partners (NVP) and its existing investors including Nexus Venture Partners, Helion Venture Partners, Draper Fisher Jurvetson, and a new investor Western Technology Investment participated in the fund raising. Apart from these, it also competes with Ozone Media which now offers Facebook ad inventory to its advertisers in India

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