Mogae Media To Partner Rimoto Of Israel For Affiliate Marketing On Mobile

Mogae Media today announced that it will partner with Rimoto Ltd., a Tel Aviv based technology company for affiliate marketing and deep-linking on mobile and other wire-free data-driven devices. An MoU has been signed to enable both companies to evaluate partnership options, including Mogae investing in Rimoto for an equity stake, to help Mogae monetize on the growing mobile affiliation potential in India. Mogae is likely to pick a significant minority stake in the Israeli entity. No financial details were however disclosed.

Rimoto, led by Yehuda Elmaliach, a seasoned entrepreneur, is a pioneer in client cloud technology platforms that enable mobile affiliate marketing and highly targeted advertising. Today 12% of global e-commerce traffic is attributed to affiliates but ‘attribution’ of traffic, hence monetization of customer transactions, on mobile is difficult because of the absence of ‘cookies’.

“Today 60-70% of the traffic of top e-comm players in India is coming from mobile apps. But the apps are not deep-linked. And the technology for attribution of mobile traffic is still nascent in India. Through this partnership with Rimoto, we are hoping to build an early leadership in this space. Mogae is already an acknowledged leader in mobile advertising in India. Our recent JV with Zeotap of Germany in programmatic advertising is also synergistic with the affiliate marketing plans that we have in the pipeline,” says Sandeep Goyal, Chairman, Mogae Media.

Representatives from Mogae Media are likely to visit Israel next month.

MogaeMedia, is co-promoted by Sandeep and Tanya Goyal, former JV partners of Dentsu in India. Mogae is today the market leader in mobile solutioning and mAdvertising. Mogae raised Rs. 100 crores last year from RenukaRamnath’s Multiples PE.