Singapore-based programmatic advertising technology platform ADSKOM announced it has expanded its team and services to India. The company is poised for a bona fide global expansion, as ADSKOM sees India with its booming e-commerce market as the ideal place to further build out business and engineering teams.
According to digital marketing, media, and commerce research firm eMarketer, India's digital ad market is set to surpass US$1-billion in 2016 alone. Digital display ads dominate the industry throughout the nation, representing more than 60% of the country’s total digital ad spend. This is encouraging for an industry that is growing by 20% annually, and programmatic advertising trades will soon account for more than 65% to 70% of all ad purchases in India.
Headquartered in Singapore, ADSKOM also has R&D offices in Palo Alto, California, and has an established presence in Indonesia, too.
“The eCommerce boom in India presents Adskom with a phenomenal opportunity,” says Italo Gani, CEO of ADSKOM in Southeast Asia. “The country has the scale we are looking for while it is still very much experiencing a period of rapid growth. From this perspective, India makes the most sense for us as the next country to expand our operations to.”
ADSKOM has appointed Rajeev Saxena as the company’s new Country Director in New Delhi. Rajeev is no stranger in the adtech world, as former Business Director for Southeast Asia and India for enterprise data, analytics, and software-as-a-service company Acxiom. Before that, as a Director at the scientific media buying firm AdzCentral, Rajeev delivered six-figure media contracts to hotels, airlines, educational institutions, and more. Rajeev has also worked with Exponential, a brand performance and engagement global ad-network as General Manager, where he oversaw multi-million dollar digital ad deals.
“ADSKOM was looking for a person who could play the role of marrying the magic of data with tech for the benefit of advertisers,” explains Gani. “Rajeev brings to the table the perfect skill sets and experience required, more importantly, is someone whom we felt we could trust. It is heartening to know that he is aligned to our vision.”
According to a recent report from The National Association of Software and Services Companies (NASSCOM), India is the third largest startup ecosystem in the world with more than 100 accelerators, 200 active angel investors, 150 venture capital firms, and over 4,200 startups active in the region. Many of these budding companies are eCommerce firms, giving ADSKOM a relatively green field for client acquisition.
“ADSKOM’s data platform coupled with our sophisticated trading arm is well-suited for marketers and brands alike,” explains Gani. “In reality, the new publishers are going to be eCommerce players who have access to rich consumer data, which changes the game in digital advertising today. With this in mind, ADSKOM sees India as a new opportunity to help publishers monetize via adtech. We do not see any other players doing quite what we are doing, which is what makes us really confident about our position."
ADSKOM’s services include its Data Management Platform (DMP) called VASA, and its Agency Trading Desk (real time bidding and ad exchange) called ACTIO. Combining these both, marketers, publishers, and businesses can optimise their spending by targeting specific users with the right ads, at the right time, and in the right places. These services are now available nationwide in India.
"We plan to grow our sales team in New Delhi to ten people by the end of the year to drive our expansion,” says Gani. “We understand that India is unique, and that our business will need to have its own team to build partnerships with local advertisers, eCommerce companies, and publishers. We believe local data and partnerships will be the key to winning in the Indian market."
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