Tyroo

Mobile ad-tech firm Tyroo has launched its Product Listing ads (PLA) which will be open to all App publishers and will compete with Google and Facebook’s PLA. Tyroo’s PLA is an independent  native ad platfrom which is looking to take on Facebook and Goolge’s PLAs.

The platform is open to all app publishers and allows them to deliver ads without compromising on a user’s app experience, by embedding these ads natively, similar to the Facebook and Google ads. Tyroo says that its Product Linked Ads show relevant products as per consumer interest, reducing their efforts of buying products online and also claims that their ads engage with their users with more relevant e-commerce product ads.

The ad product is supported with curated product feeds, programmatic solution, strategic placements of ads, 100 % fill rate and the company claims that it will yield upto 25 % increase in user engagement and 2X lift in eCPM (Effective Cost per Million Impressions).

Product recommendations are  powered by Tyroo’s proprietary big data recommendation engine. The engine generates recommended ads based on competition between display ads, product ads, app install ads and video ads.

Competition

– Earlier this week, InMobi tied up with Amazon India, Paytm and other marketplaces and launched Miip, its advertising discovery platform. The platform will be launched in its beta version soon with apps like Shopclues, Swiggy, Moneyview, Nestaway, Urban Ladder, Vozpop, Wooplr and Zimmber sporting its features. Miip essentially shows up as an animated green monkey on apps, suggesting users which products they can buy. For example, when listening to music, the monkey pops up with relevant merchandise, track reviews, concert tickets, music equipment or trending rock collections in one place.

– Earlier this month, Google introduced Search Ads in the Google Play Store for advertisers and developers who use the Search app install campaign on their AdWords account.

– In May, mobile marketing and advertising firm Vserv launched a new commerce solution for telecom and DTH operators where users can now buy data, voice and segmented channel packs through advertisements and complete transactions for the services.

– In July, Ad technology platform Adadyn (previously known as Ozone Media) reported that it saw 2 billion desktop impressions daily, 300 million mobile impressions daily and over 1 million fraudulent impressions detected and rejected daily across 136 countries in the first half of 2015.