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Adadyn launches self serve ad platform for SMBs


Ad technology platform Adadyn (previously known as Ozone Media) has launched a self serve programmatic ad platform for small and medium businesses (SMBs), where marketers can create, fund and launch campaigns (including retargeting). Marketers will also have the ability to sign up independently and start placing ads in near real time without setup fees or spend commitments.

Adadyn says that it took the company a year to develop the platform, which was made in India and will allow it to expand in the US, Europe, Japan and Australia. The company claims that it saw over 4x year-over-year growth in 2014 in the US.

Platform features
The platform will have features like access to multiple media sources, multi screen targeting, searching and selecting audience segments which meet the advertiser’s criteria, budget controls, location targeting, domain targeting, personalisation, analysis of creatives, campaigns and sites, and ad creatives based on past visitor behaviour. It also has travel and retail advertising specific features for promotional and product specific advertising.

According to the company, while the US is expected to grow its programmatic spend to $26.78 billion by 2017, media transactions through programmatic methods will reach $36.8 billion by 2019. However, the space still has issues like the lack of a unified solution for marketers, lack of transparency in media transactions and the requirement of a license with minimum spend commitments which increase cost barriers for SMBs.

2 billion daily desktop impressions
In July, the company 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. It also expanded to Singapore to add sales support and marketing. At that time, the company claimed that it would add over 20 employees to its US offices and 120 employees in data sciences, software engineering and big data platform engineering globally (including in India) in the next 6 months.

Previous partnerships
In August last year, Adadyn partnered with New York City-based advertising technology company AppNexus. The partnership would provide it with technical expertise for cross platform access to its solutions and allow it to expand to North America. Ozone Media had launched Adadyn in December 2013. In the same month, Ozone had also entered into a partnership with Australia-based Sparc Media to drive its retargeting campaigns using Adadyn.

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Senior level hires
This year, the company also hired Rob Sopkic as Senior Vice President of Sales and Rowena Patrao as Vice President of Platform Engineering. Both Sopkic and Patrao would be responsible for Adadyn’s growth to provide mid size agencies and marketers access to its channels. It also roped in Priya Subramani as its Vice President of Product. In November last year, the Bangalore-based company appointed Raj Beri as its chief operating officer (COO). Beri would oversee the company’s engineering, product development and day-to-day operations.

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