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Vserv has launched an e-commerce-focused re-targeting product Vserv Smart RT. This product will allow advertisers/brands to re-target desktop users on mobile sites & apps, and re-target mobile site users on third-party apps.

Vserv mentions that this solution captures user behaviour and intent and creates a custom recommendation engine using these results, which would allow real-time targeting of individual users with relevant products.

This launch is part of Vserv’s transition into a smart data offering focused company, which Vserv had initiated with the launch of the Smart Data offering last month. The company claimed that it interacts with over 500 million unique user profiles and has data on over 50% of the mobile internet users across emerging markets, including India. It has already tied-up with telecom companies like Vodafone, Airtel, Aircel, Globe, Mobifone & Robi Axiata for this initiative.

Earlier this year, Vserv had appointed Anurag Patnaik as its Senior Vice President of Product. Before this, Patnaik served as the SVP at Reliance Industries’ data services venture Reliance Jio where he was heading the digital ads business. He has over 17 years of experience across digital advertising, mobile, media and big data.

This year in April, Vserv had introduced real-time bidding on its mobile ad exchange that provided advertisers with access to rich media inventory and enable them to target and bid only for select audience segments. The RTB exchange was also integrated with Vserv’s mobile advertising solution AudiencePro that allows advertisers to make use of anonymised audience data from telecom operators for better targeting. Vserv had launched AudiencePro in partnership with Airtel, last year. The company had also launched a new ad product called SmartRewards, which allowed advertisers to incentivize users by rewarding them for specific actions, in January this year.