Mobile OS developer Indus OS has signed a multi-year partnership with US-based digital marketing firm Digital Turbine, for pushing ads on Indus OS supported devices. The partnership will see Indus OS integrating Digital Tribune’s Ignite ad platform into its OS, which will help power mobile ad campaigns. The integration went live last month.

The Ignite platform connects app developers with potential customers. It does this by partnering with mobile ad agencies and pushing ads from them into user devices. For e.g. Ignite will allow Indus OS (mobile publisher) to make money by pushing notification ads into their devices. Ads will be taken from Digital Turbine’s ad agency partners (mobile advertiser), and from within its own ad network. Digital Turbine also stacks its ad inventory through its “Advertising Partnership Program” which connects ad agencies with access to mobile operator networks, allowing agencies to push ads directly to the telco’s customers.

Xiaomi, Micromax have similar partnerships for mobile ads

Chinese manufacturer Xiaomi has a similar ad marketing strategy: It pushes notification ads to its own smartphones, but only its own brand-specific launches, products and services. But seems like Xiaomi is now interested in third party ads: Xiaomi has a strategic partnership with InMobi for integrating InMobi’s mobile video advertising solutions onto Xiaomi’s marketing platform for providing video ads on the latter’s phones.

Domestic player Micromax recently signed a partnership with mobile commerce company Affle for audience intelligence and for pushing native ads and data-driven content to Micromax users. Micromax, however, had said that the deal was in line with its plan to evolve from being just a handset player to delivering relevant and personalized experiences to its users.

Other partnerships

As of now, Indus OS comes integrated on six domestic smartphone brands like Micromax, Intex, Karbonn, Celkon and Swipe. The OS currently support 12 regional languages including Hindi, Bengali, Gujarati, Marathi, Tamil, Kannada, Telugu and Assamese. It claims to have 6 million users on its OS platform.  It has a partnership with payments app FreeCharge for app integration and easy recharge capabilities, and a partnership with Delta ID for iris-based Aadhaar authentication. The company raised an undisclosed amount of funding from VenturEast and JSW Ventures in March.