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Velti To Launch Mobclix Mobile Ad Exchange In India

NASDAQ listed mobile marketing company Velti is planning to launch Mobclix, its mobile advertising exchange, in India, CEO Alex Moukas told MediaNama. India is one of the first two countries where Mobclix will be launched, outside of the US, and will allow advertisers to target consumers based on demographic data, mobile retargeting data and behavioral data. “The good news is that we feel there is potentially money to be made there. India will be one of the two countries we will be launching, after the US. This market is novel, exciting and interesting.”

Velti had acquired mobclix in October 2010, prior to its NASDAQ IPO in January 2011. Mobclix is a Palo Alto based company, offering advertisers a real-time bidding mobile ad exchange, and allowing developers to integrate multiple advertising networks into their application. Ad networks, whether Inmobi, Adfonic or Admob, have been talking about a substantial increase in mobile advertising inventory being served to India. Vserv* would be a competitor for mobclix, offering app developers a choice of ad networks.

According to its website, Mobclix claims to have “18,500 mobile publishers, including premium publishers like ngmoco, Outfit7, Com2Us, UStream, Halfbrick Studios, BigOven & OpenTable”, delivering 10.5 billion impressions and 120 million unique visitors per month.

India is a key focus for Velti: last year, it had acquired Air2Web, a mobile marketing and CRM company for around $19 million; it also has a mobile marketing joint venture with HT Media, announced in November 2008. Velti has a couple of hundred clients in India, and offers its mGage platform to advertisers. It has offices in Delhi, Mumbai and Chennai, and plans to open an office in Bangalore, Moukas told us.

More in our interview with Moukas tomorrow.

Disclosure: Vserv is an event sponsor with MediaNama.

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