ozonemediaBangalore-based programmatic advertising technology provider Ozone Media has partnered with New York City-based advertising technology company AppNexus, reports Yahoo.com. The partnership will provide Ozone Media with technical expertise for cross platform access to its solutions and allow it to expand to North America.

The companies claim to have worked together to simplify the technology stack on which Adadyn, Ozone Media’s dynamic creative optimization product, is based. The platform will now offer mobile, social and desktop targeting capabilities letting advertisers target users across multiple platforms.

Adadyn is targeted at direct advertisers, creative agencies and e-commerce platforms, with tools to create personalized ads, data driven targeting and pricing based on market prices. It works by letting advertisers list their products and then tracks customers visiting any of the listed products on the advertisers website, creating categories of visitors based on inventory items. Advertisers are then able to create customized ads for each category, which customers can view on the website. Ozone Media launched Adadyn in December 2013.

The company also offers programmatic placing of ads on desktop and mobile devices by automating media buying. It claims to have served 5000 publishers, 150 daily advertisers and 1.2 billion daily ad views in 136 countries via programmatic ad placement.

Partnerships: Ozone Media had also entered into a partnership with Australia-based Sparc Media, earlier this month, to drive its re-targeting campaigns using Adadyn. The company also has partnerships with Google’s doubleclick ad exchange, MicroAd, Yahoo ad exchange and Adap.tv. It had also tied-up with Facebook in 2012 to offer Facebook’s ad inventory to advertisers in India.

Competition:

Komli Media had raised $30M from Peepul Capital and others in October last year. Subsequently, the company launched a remarketing demand side platform in February which would let digital marketers personalize ads for dropped off and dormant visitors. It also launched a mobile retargeting platform for app developers and marketers to reach mobile users with targeted ads earlier this year in May.

Mobile advertising network InMobi had announced the public launch of its native ads platform, which would let advertisers display ads in a non-intrusive manner in May this year. The network also launched a programmatic buying and selling platform InMobi Exchange, in association with Rubicon Project, later in the same month. It also introduced new monetization solutions for mobile game developers alongside a $25 million fund for indie developers in July this year. Interestingly, the company shut down its Android app distribution platform in August, 16 months after its launch in March 2013.

Mobile ad exchange platform Vserv had added native advertising formats for apps and publishers in news and information categories in May this year.