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Mobile ad-tech firm Tyroo expands retargeting business to Europe


Mobile ad-tech firm Tyroo Technologies is expanding its ad retargeting business to more established markets in Europe. Tyroo, a part of SVG Media, has ad re-targeting business in India, Japan, South-east Asia and the Middle East.

Retargeting or re-engagement is a marketing tool used to capture consumer’s attention at any stage of a consumer at any point during a purchase. Tyroo claims that it drove re-engagement with over 90 million unique users in the 2014-15 period and helped influence gross merchandise value (GMV) of nearly $ 100 million for its clients.

“Over the last one year, surprisingly, we’ve been able to do good business, and we’ve been able to expand our client base from Japan, South-east Asia and a few Middle East countries and so forth. And now that we’ve seen success outside the market from India, we’re now trying to expand into other established markets,” Tyroo CEO Siddharth Puri told MediaNama.  “Because the market is primarily classifieds and ecommerce, they (Tyroo’s clients) are looking for transactions or customer acquisitions and we get evaluated from that standpoint,” he added.

On ad blocking

Puri also spoke to MediaNama on how ad blocking was affecting retargeting business and said that it has been seen increased requests for blocks in more established markets such as the United States and Europe. “. I would say that in the emerging markets it is not a challenge,” he added.

Puri also added that Tyroo has been trying to move towards more native advertising inside apps to reduce invasive ads which would prompt users to install ad blockers. “Most of the backlash which you hear about from adblockers is for the large display ads. When you see those large annoying banner ads, that is hurting the consumer the most. The important places where Tyroo has ramped up over the last one year, has been around native advertising,” Puri explained.

He added that Tyroo’s primary the in-app advertising business  is growing faster rather than advertising on mobile web.  “Barring a markets like Japan, where users are more comfortable on mobile web, in rest of the emerging markets, advertisers are looking at in-app,” he added.

Native ad platform

Earlier in August, Tyroo launched an independent  native ad platform looking to take on Facebook and Goolge. 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.

Other developments 

– Earlier this month, online advertising solutions company Vizury laid off around 50 people in 3 cities in its ad retargeting business, and pivoted its business model to a data management platform (DMP) business.

– AdMagnet, funded by Sequoia Capital, and one of India’s key ad networks, hassuspended operations starting October 30th.

Pokkt, a mobile video advertising platform, raised close to $5 million in funding from new investors as well as other existing investors to strengthen its technology and product and for hiring.

– Last month, the Indian Government planned to increase advertising spend on the digital platform, in lieu of ads on tradition media like print and television, and said that the Government would also be present on popular platforms like YouTube.

– In the same month, Ad technology platform Adadyn (previously known as Ozone Media)launched a self serve programmatic ad platform for small and medium businesses (SMBs), where marketers could create, fund and launch campaigns (including retargeting).

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