komli

Komli Unveils Remarketing DSP as Ad Tech Firms Thrive in the Region

  |  February 9, 2014   |  Comments   |  

The former ad network launches its demand-side platform and is optimistic that performance advertisers will continue to invest heavily in remarketing campaigns.

Most major e-commerce and travel sites in Asia Pacific are spending 5 to 10 percent of their digital budgets on remarketing and are forecast to exceed 20 percent in the next few years, according to Komli Media.

The Mumbai-based ad tech firm, which received $30 million in funding last October, unveiled its remarketing demand-side platform (DSP) last week.

Komli says it works with more than 75 percent of the top advertisers in the region and is optimistic that remarketing spends will soon become one of the largest channels for performance advertising.

"We have seen some large, sophisticated e-commerce advertisers say they are already spending more than 20 percent of their total digital budgets on remarketing," Ashwin Puri, Komli Media’s vice president for remarketing, tells ClickZ via email.

Komli’s latest ad tech platform allows advertisers to manage their remarketing campaigns across display, mobile, and social.

Myntra, a leading fashion online retailer from India, has endorsed Komli’s remarketing platform for providing detailed reporting and analytics as well as flexibility to integrate with its back end to optimize business goals.

So how is Komli’s retargeting platform different from similar ad retargeting firms such as AdRoll and Chango?

Komli explains that its new platform is aimed at enterprise advertisers and contains complex features such as deep audience segmentation and multiple bidding options, unlike its competitors that provide self-serve tools with minimal features targeting small and medium-sized businesses (SMBs).

While most clients do not really know the actual media costs in ad retargeting, Komli says it has built its platform "to be completely transparent, hence enabling the clients to be able to measure true ROI."

Meanwhile, DSPs from Western markets, such as Criteo, Turn, and Sociomantic, have been beefing up their presence in the region.

Criteo, an ad retargeting firm from Paris, opened an office in Singapore last December. The tech hub was set up as a gateway to expand into nine geographic markets in Southeast Asia, namely Hong Kong, India, Indonesia, Malaysia, Taiwan, Thailand, the Philippines, Vietnam, and Singapore. It is the fifth office to open in the region, after Australia, China, South Korea, and Japan. Key executives include Max Ueno, managing director of Asia Pacific, and Yuko Saito, managing director for Southeast Asia. Criteo is said to have 4,000 clients globally and some of them include Expedia, Rakuten, Yahoo Kimo Shopping, and Zalora.

Sociomantic Labs, a Berlin-based DSP targeting e-commerce marketers, hired Mahesh Narayanan as managing director for India to expand into the region last May. He was previously country manager for Google India. A month later, the ad tech firm named Rohit Kumar, formerly a founding member of Google’s AdX team from Europe, as managing director for Southeast Asia, based out of Singapore.

Turn, headquartered in Silicon Valley, California, raised $80 million in Series E funding in January. Having set up a local presence in Singapore and Australia, it opened an office in Japan last August. The Tokyo firm is run by country manager Akito Sato, a former Google exec who launched the DoubleClick AdX and DoubleClick Bid Manager in the country. In late 2012, Turn hired Cindy Deng, a former Yahoo exec, as Asia Pacific managing director to set up its regional headquarters and data center in Hong Kong as well as expand into the region.

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ABOUT THE AUTHOR

Adaline Lau

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.

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