Mumbai-based online ad network and audience measurement provider Komli Media India Pvt Ltd has launched Komli Labs, a center for research in advertising sciences. Former director of research at Yahoo Labs, Srinivasan H Sengamedu has been roped in as the vice president and head of Komli Analytics and Labs.
The digital media lab, which will be located out of the company's Bangalore-based R&D centre will focus on online advertising optimisation, trends, audience targeting, real-time bidding and traffic quality management.
"Our lab will basically cater to the online advertising industry. We gather a lot of data on everyday basis to analyse and see patterns of the users, what sites are they referring for a particular product, what are factors are they checking out before zeroing in on one product model and all such details. This information will then be used to connect the users with the right ad at the right time," said Satish Kadu, VP and Business Head â€“ ATOM, Komli Media.
Last month Komli Media had launched ATOM, what it claims to be India's first real time bidding platform to get a better inventory on an ad-platform. This is aimed at helping media buyers to scan bids and buy online ad inventory on an impression-by-impression basis, reaching the desired audience at scale.
Komli Media, that raised $15 million in a funding round led by Norwest Venture Partners early last year, has struck a couple of inorganic expansion deals. It acquired Los Angeles-based ZestAdz, a mobile ad platform with offices in Des Moines, Iowa and Chennai for an undisclosed sum. It lso acquired Aktiv Digital, a Singapore-based online media firm for branding, lead-generation and marketing, to further strengthen its reach in Asia. The ad network has over 20,000 publishers on board.