Komli Media has announced the launch of India’s first Real Time Bidding (RTB) enabled performance ad platform – Atom. RTB is a disruptive technology that allows media buyers to evaluate, bid on and purchase online ad inventory on an impression by impression basis, reaching precise audience at scale. A press statement from Komli Media informed that the company is currently the only media network in India to develop and use this technology.
On the launch, Gulshan Verma, vice president and country head, Ad Network, India and US, Komli Media, said, “The promise of 1-to-1 marketing is beginning to be realized by marketers. Some of our customers are already seeing the benefit of only paying for the impression they want. For example: An online e-commerce client witnessed a 79% increase in its conversion rate using RTB through ATOM and a software client enjoyed a 71% click through rate improvement. This has also benefited our publishers - While achieving these results for marketers, we have also been able to increase some of publisher’s yield (revenue per thousand impressions) in excess of 70%.”
“With RTB enabled auction based media buying, the science of search advertising is coming to display advertising, driving quantum leap in effectiveness for display campaigns. Advertisers are able to selectively buy audiences and impressions that matter, and pay exactly what the impression is worth. Display advertising is poised for solid growth globally and in India. We are excited to be the first RTB enabled ad platform in India and the largest by reach in Asia. We plan to roll out ATOM across other key markets over the next few months,” explained, Satish Kadu, vice president, Products, Komli Media.
Komli Media informed that Atom provides access to over 10 billion ad impressions per month, over 90 percent reach into India’s online audience (estimated 80 million + users) and coverage across hundreds of thousands of publishers including over 50% of the top 200 publishers in India.
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