Billions of dollars are being wasted serving ads to automated bots, as there is no mechanism for advertisers to filter out non-human traffic, which forms 56% of current web traffic. This, along with depleted add engagement, has been the major issue in online advertisement. 82% of total ad banners turned out to be on blind spots adding to complete waste of resources on them.
Gurgaon based audience intelligence company called Simpli5d Technologies has developed a solution to address these fundamental issues imperatively. The technology developed filters non-human traffic effectively and builds advertisement for high impact engagement and guarantees attention as well as user engagement eradicating waste of resource cogently.
Essentially, the startup is helping bands prevent waste of money on ineffective advertisement and is effectively addressing the issue of ad-fraud. The patent awaited Natural Language Processing (NLP) Technology developed by the company is claimed to be a strong solution that ensures that the brands/ advertisers pay only for what they get. On top of this, Simpli5d builds high impact engagements around Brands, which leads to a long lasting brand recall in the minds of their target customer. The technology is based on the fundamental aspect of any advertisement campaign, which is – Real Human + Right Targeting + Real Engagement = Enhanced and Sustainable Brand Recall
Founded by Amit Mittal and Sidharth Oswal, IIM Lucknow and Fore School of Management alumnus respectively, the main aim of the startup is to provide its customers with Real Human, Right Targeting and real engagement. Amit has earlier worked with I Media Corp Ltd, which is the digital arm of Dainik Bhaskar group. While Sidharth is a seasoned sales person having over 8 years of experience in sales.
The idea for Simpli5d Technologies first stuck Amit while working for the Dainik Bhaskar group. He was facing issues almost daily, both as a publisher as well an advertiser as there was a huge gap between the expectations and what was actually being made available. There, he realised, that the issues were increasing continuously at an alarming rate, quality of audience profiling was poor and there were very limited ways in which the advertisers could grasp the attention span of the customers. Hence, Simpli5d Technologies was born.
The company is currently working with more than 800 publishers across the globe and have also entered into multiple global partnerships with companies like Supersonic and AOL etc. The startup currently has more than 100 clients and have been successfully working with popular brands like Uniliver, Lufthansa, Maruti and Asian Paints, amongst others.
In November last year, Simpli5d has even managed to raise an undisclosed amount in Pre-Series A funding led by Your Nest Angel Fund along with the participation of Udaan Angel Partners.
In order to provide their customers with the best, they’re making use of various technologies and methods such as bid data analytics for the purpose of advanced audience management platform and a completely in-house developed advertisements serving platform to analyze and optimize their campaign performance. They’re also making use of a technology called Natural Language Processing Technology to filter out bots, which is currently pending patent.
The Gurgaon headquartered company which only has a 20 members team at present, aims to be the world’s largest audience intelligence database for the entire digital ecosystem – advertisers as well as publishers. Their future plans include expanding to more geographies apart from the current India, Thailand and Spain.