Exclusive | Being smarter and simpler: Times Internet's Satyan Gajwani

Times Internet has recently launched a new product in ad-technology space called Times AdCenter. Times Internet is known to usher new methodologies in India that have led to better yield and user experience in the west. These include audience driven creative optimization, intelligent pricing, and mediation across various direct and indirect demand channels etc.

AdCenter is a platform that offers brands an amalgamated ad buying experience across devices and ad formats including rich media, video, native, mobile etc. AdCenter is currently available only in US with Google & Facebook.

Adgully caught up with Satyan Gajwani, CEO, Times Internet to understand the thought behind the new product and how would it add value to the company and the advertising space.

As told to us, Times AdCenter endeavours to increase intelligence behind ad targeting and delivery and it is India’s first fully automated home-grown intelligent ad platform connecting various services including ad serving, exchanges, billing, audience, affiliates, print ads and more. All of the group's digital inventory will be sold on the platform.

Giving us a sense of the entire digital space, Gajwani said, “The truth is that for advertisers it is quite difficult to utilize the allocated budget for digital as there are a lot of players in the digital space who would be looking forward to use that budget for the client. We all know and have seen how digital spends are growing rapidly hence it is really important to give a better and a transparent solution to the advertisers, agencies and brands to make an optimized usage of the digital space.”

Explaining the thought behind taking the step and its working, he said “Hence looking at the growing challenges we thought of giving an innovative ad-platform to the advertisers which can help them to crack more deals and in an easy way. AdCenter brings together all the aspects like audience targeting, rich media retargeting, ROI, usage of social media, number of clicks, and number of responses etc to the media spend. Audience Extension expands the reach of custom audiences beyond Times Internet also. Such targeting is available through direct or programmatic direct sales channels”.

The network also allows running 5 campaigns at the same time and the advertiser can track the audience gauging the campaign. “We believe in being smarter and simpler”, stated Gajwani.


Times AdCenter's core platform is an in-house developed ad-stack that programmatically connects various external components including ad server, billing back end, data management platform and analytics. The ad-stack includes: Expresso- internal sales and billing automation framework layered over dynamic pricing and Columbia- campaign optimization engine which relies heavily on audience, dynamic creative, machine learning, retargeting and extension.

The Times AdCenter aims to assist advertisers to buy inventory on the group's digital properties on the whole, which, they estimate to, together bring in about 50 million monthly unique visitors. Times AdCenter allows media buyers the flexibility to reach out across platforms, formats and brands with utmost ease and transparency.

Earlier this month, Times Group announced the extension of Alive, an augmented reality initiative, with launch of self-service AR platform, Alive Studio. The group has similar plans for AdCenter.

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