{"id":496038,"date":"2025-01-21T19:14:28","date_gmt":"2025-01-21T13:44:28","guid":{"rendered":"https:\/\/inc42.com\/?p=496038"},"modified":"2025-01-21T19:14:28","modified_gmt":"2025-01-21T13:44:28","slug":"made-in-india-for-the-world-decoding-mobavenues-bid-to-empower-brands-across-the-globe","status":"publish","type":"post","link":"https:\/\/inc42.com\/features\/made-in-india-for-the-world-decoding-mobavenues-bid-to-empower-brands-across-the-globe\/","title":{"rendered":"Made In India For The World: Decoding Mobavenue\u2019s Bid To Empower Brands Across The Globe"},"content":{"rendered":"

Advertisement and marketing functions have undergone a sea change in the last few years. With the explosive growth of the digital age, the advertising tech (adtech) sector has today moved beyond the practices of spray and pray to resonate with a large pool of target customers.\u00a0\u00a0<\/span><\/p>\n

Today, even casual prospects expect meaningful communication with brands before committing. Modern consumers not only seek solutions to their needs but also look for alignment with their values.\u00a0<\/span><\/p>\n

While adtech often focuses on driving conversions through vast datasets, there has been a clear need for brands to adopt a more tailored approach, similar to that used by marketing technology (martech) firms, to better understand and connect with their audience on a personal level.<\/span><\/p>\n

This need for a deeper engagement with customers has led to the rise of madtech \u2014 a fusion of martech and adtech functions. Under this new category, brands analyse macro and micro datasets to enable effective communications with consumers across digital touchpoints.<\/span><\/p>\n

\u201cIt is no longer about reach. <\/span>Consumers expect a continuity of experience when connecting with brands via numerous digital channels. It is important for advertisers to reach and cater to their target audience across all possible platforms<\/span>,\u201d said Tejas Rathod, the founder and COO Mobavenue, a madtech startup that <\/span>currently operates in eight countries<\/span>.\u00a0<\/span><\/p><\/blockquote>\n

Founded in 2017, Mobavenue is an AI-powered programmatic advertising platform<\/a>, which provides brands across the globe with tools to create more targeted, efficient marketing strategies. To do this, the company has developed its expertise in analysing consumer data and behaviour.\u00a0<\/span><\/p>\n

Mobavenue leverages the open internet to address the limitations of \u201cwalled gardens\u201d in digital advertising. Walled gardens are closed ecosystems where platforms control the flow of information and campaign performance data.\u00a0<\/span><\/p>\n

Mobavenue breaches this limitation for modern advertisers, offering them better control, higher authority, and precise targeting via their advertisement campaigns.<\/span><\/p>\n

Unlocking The Potential Of The Open Internet<\/b><\/h1>\n

Unlike closed ecosystems, the open internet offers brands several promising opportunities to connect with diverse audience segments across unrestricted platforms.\u00a0<\/span><\/p>\n

In simple terms, the open internet includes publicly accessible platforms like websites and apps that allow users and advertisers greater freedom to interact.<\/span><\/p>\n

These are in stark contrast to the ones that operate in tightly controlled spaces such as social media platforms or app ecosystems, where access and data are managed by platform owners.<\/span><\/p>\n

Speaking with Inc42, Rathod shared that the open internet not only drives better control for advertisers but also offers precise targeting of marketing efforts, making each attempt leave a valuable impact in the long run.<\/span><\/p>\n

\u201cToday, brands on the open internet benefit from premium global inventory sources with high-intent users who are there for the long haul. Also, precision targeting, actionable ad formats, and full transparency over their campaigns are few major factors that give them a significant competitive edge unlike any other,\u201d Rathod said.<\/span><\/p><\/blockquote>\n

For advertisers, this means that they can reach out to a high-quality and targeted audience via trusted platforms from around the world.\u00a0<\/span><\/p>\n

\u201cOur premium global inventory sources ensure that ads appear on reputable websites and apps, enhancing both the ad\u2019s credibility and the brand\u2019s reputation,\u201d the founder added, explaining that Mobavenue helps brands engage high-intent users, making them more likely to interact with ads and convert into customers.<\/span><\/p>\n

According to Rathod, the company’s precise targeting is based on factors like user interests, behaviour, or location, allowing advertisers to show ads that resonate with their audience and drive results effectively.<\/span><\/p>\n

Empowering New-Age Brands With Solution-Led Approach\u00a0<\/b><\/h1>\n

Since its inception, Mobavenue has worked with global brands. The founder said that during the company\u2019s early stages, he identified a series of common challenges faced by advertisers.\u00a0<\/span><\/p>\n

These included a lack of transparency while running a campaign on walled gardens as they limit access to data, restricting marketeers from closely analysing any campaign.\u00a0<\/span><\/p>\n

Apart from this, the inconsistency in the performance of the ad campaigns could neither be analysed nor traced back to understand why they did not perform.<\/span><\/p>\n

To address these issues, Mobavenue has developed solutions that empower brands with complete control of their ad spending. These solutions also help brands provide actionable insights, all while enabling them to scale their campaign performance on the open internet without compromising on quality.\u00a0<\/span><\/p>\n

The founder said that platforms developed by Mobavenue ensure seamless integration of strategies for brands at all stages of the marketing funnel. The company\u2019s solutions also make sure that they lead towards delivering ads to an audience that is interested and willing to take the next step.<\/span><\/p>\n

A Sneak Peek Into Mobavenue\u2019s Comprehensive Product Suite\u00a0<\/b><\/h1>\n

Mobavenue has designed a full-stack suite of products for marketers and advertisers that supports them through every stage of their consumer journeys and addresses the challenges faced with traditional tools. Its solutions are not only effective in delivering results but also seamless to use.\u00a0<\/span><\/p>\n

Mobavenue\u2019s PrsmX helps brands improve their visibility and omnichannel engagement throughout the connected ecosystem, including CTV, OTT, Mobile, and DOOH. Meanwhile, AudX gives advertisers what they seek the most \u2013 audience insights on a granular level.\u00a0<\/span><\/p>\n

The company\u2019s SurgeX DSP has a unique USP. It has a response time of 4 milliseconds, making it one of the fastest DSPs in the industry.\u00a0<\/span><\/p>\n

While SurgeX helps brands facilitate high-intent user acquisition, ReSurgeX allows for re-targeting and re-engagement of these high-value leads.\u00a0<\/span><\/p>\n

However, Mobavenue is coming up with another innovative platform (GMP360) that will simplify the programmatic and digital growth of brands by bringing all the above-mentioned platforms under the umbrella of a single unified platform.<\/span><\/p>\n

\u201cOur upcoming GMP360 platform simplifies programmatic and digital growth solutions for advertisers and marketers by integrating branding solutions (PrsmX & AudX) and performance-based solutions (SurgeX DSP & ReSurgeX). Through a unified platform, brands can leverage powerful tools to enhance their consumer journeys and drive digital growth,\u201d Rathod said.<\/span><\/p><\/blockquote>\n

For advertisers, GMP360 will offer an all-in-one solution to simplify their programmatic advertising. The unified platform will enable advertisers to manage their marketing funnel \u2014 from building awareness to driving conversions and retention \u2014 in a much better fashion.\u00a0\u00a0<\/span><\/p>\n

Mobavenue Is Building In India For The World<\/b><\/h1>\n

It is often said that building for India means building for the world, given the country\u2019s diversity, which subjects any product to rigorous testing. Mobavenue believes the same.\u00a0<\/span><\/p>\n

By building a comprehensive platform for marketers and advertisers in India, the company has the upper hand in handling challenges involving demographics, regional complexities, audience segmentation, consumer intelligence, user acquisition, and maintaining engagement.<\/span><\/p>\n

Per the founder, all of this has been made possible by machine learning and AI, which have become the backbone of its solutions.\u00a0<\/span><\/p>\n

\u201cOur continuous innovation through our products enables brands to anticipate and adapt to the changing customer preferences. Our campaign strategies are agile and responsive to align with evolving consumer sentiments across regions and sectors. This allows brands to stay nimble and thrive in rapidly evolving international markets,\u201d Rathod said.<\/span><\/p><\/blockquote>\n

Now the company is willing to bring its innovation to the global stage, where there is a strong demand for a comprehensive, unified solution to streamline open internet programmatic advertising.<\/span><\/p>\n

As privacy concerns continue to grow, advertisers will shift towards safer, more secure programmatic ad management platforms. The madtech brand is looking at a great opportunity in the space to establish its authority as a privacy-friendly platform that enables targeted advertising using content-specific data instead of using the personal data of the end consumer.\u00a0<\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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