NetworkPlay, the company which operates a digital ad network, publishes digital marketing site imediaconnection.in* and organizes Ad:Tech in India in partnership with dmg events, generated a revenue of Rs 19.84 crore, and net loss of Rs 2.88 crore in the year ended 31st March 2012.

The company was backed by Capital18 and Webchutney owned till 20th March 2012, after which it was acquired by Hamburg, Germany based Gruner + Jahr which is the publishing division of German media major Bertelsmann. Webchutney still has a 4.89% stake in network Network Play, with 73 shares.

According to its website, NetworkPlay operates in the brand and performance space under umbrella brands – Impact & Results. NetworkPlay “Impact” calls itself a hybrid ad-network, claiming to have exclusive alliances with top tier transactional sites and major presence in the travel category, in addition to operating in Mobile & DTH businesses with exclusive operator inventory. NetworkPlay “Results” is a Pay For Performance model operating in a hybrid format with affiliates and ad-network clubbed together.

NetworkPlay was founded by a team of ex-Yahoo India employees, Rammohan Sundaram, Sunil Punjabi, Ampreet Singh and Viren Anand, and incubated in 2008. The venture was incubated by WebChutney, and funded by Capital18. The company has around 30 employees in three offices – Mumbai, Delhi and Bangalore. It was fairly late into the ad network game, after Ozone Media, Komli, Ad Magnet and a few others.

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*Disclosure: imediaconnection covers digital marketing, and hence competes with MediaNama