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,…
