Snapchat has partnered with adtech firm Tyroo, to expand its advertising business in India. Through this partnership, Tyroo will drive ad monetization and infrastructure for Snapchat in the APAC region, the company said in a statement.

According to Tyroo’s statement, Snapchat has 9 million users in India and Snapchat’s content reaches over 191 million users globally each day, including millions in India. Snapchat’s users spend on average over 30 minutes on its app every day and visit the app 25 times.

Last year, Snapchat had faced a backlash in India due to CEO Evan Spiegel’s alleged comment that the app was only for rich people and that he did not want to expand Snapchat into poor countries like India. At that time, users in India started uninstalling the app, and #UninstallSnapchat had trended on social media. The user ratings on Google Play Store had apparently dropped. However, later the company denied the claim.

Tyroo’s appoints Chief Revenue Officer

In a separate development, Tyroo also announced that it has appointed Akshay Mathur as its new Chief Revenue Officer to drive growth through such partnerships. Prior to this, Mathur was working with SVG Columbus, A Dentsu Aegis Network company, and prior to that he worked with Komli Media on senior-level positions for seven years.

Note that, in April 2017, Dentsu Aegis Network acquired SVG Media, the Smile and Vun Group owned digital marketing business. And SVG Media owns DGM India, Komli Media and Seventy Nine, which it rolled up over a period of time in India. So Mathur had moved from Komli to Dentsu Aegis as part of the deal.

Gurgaon-headquartered Tyroo is a Smile Group company, and look after ad business for companies like Yahoo!, Airbnb, Linkedin, Facebook, Twitter- to name a few.