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…
