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AIM listed mobile ad-tech firm Taptica enters India

AIM listed mobile advertising technology firm Taptica has hired Rajesh Fatnani as General Manager for India & South Asia, as the company works on expanding into India and Russia. Fatnani was previously at other mobile ad companies like Tyroo Technologies, Komli Media, and Vserv.

Taptica, which was founded in San Francisco in 2012, is eager to expand internationally, especially in India and Russia, where it says digital ad-spends are set to touch $1 billion this year. Apart from India and Russia, it has offices in US, UK, China, South Korea and Japan. It opened its UK office in February this year.

What Taptica does

Taptica tracks user behaviour such as purchases and movement to create unique profiles based on multiple indicators, and uses this information to push ads to mobile users.

The firm claims to have over 200 million user profiles. Among Taptica’s clients are multinationals like Disney, Sony, Starbucks, and others. It has, apparently, already done campaigns in India.

Taptica’s financials

In 2016, Taptica reported a pre-tax profit of $19.6 million on revenues of $125.9 million; profit was up from $2.8 million in 2015, while revenues grew 66% from $75.8 million. Taptica’s mobile business accounted for 86% of overall sales in 2016, compared to 61% in 2015.  At the time of the announcement of the results, its CEO Hagai Tal had said that they’re expecting growth in demand from the Asia Pacific region.

Digital ad spending in India is expected to grow faster than in any other sector in India this year, with an expected growth of 30% over last year, compared to 47% growth in 2016 over 2015. Unlike the US, where mobile advertising only recently crossed 50% of total digital ad spend, over 70% of Indian digital ad-spend is expected to be targeted at mobile users. With the proliferation of inexpensive smartphones and a recently disrupted telecom market with plunging data prices, international mobile ad comanpies are especially eager to enter the Indian market.

Read: Advertising in India in 2017, in 18 charts

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