Media planning and advertising go through rigorous planning, many times with a major chunk of resources allotted towards marketing. A conventional media buying campaign is always rendered opaque by mysterious buyers and bidding algorithms, which media and publishing companies can least afford to. Here is where programmatic media buying comes into the picture making the process transparent for media with live tracking, for media companies to achieve the desired result. Mobavenue, a mobile technology company, offers AI-powered programmatic solutions, particularly in the mobile app domain, enhancing user engagement with targeted ads. Analytics Insight has engaged in an exclusive interview with Palash Gaur, Co-Founder & Vice-President, Mobavenue Media Private Limited.

Kindly brief us about the company, its specialization, and the services that your company offers.

Mobavenue Media is a Growth & Tech platform dedicated to empowering brands, agencies, and media publishers with Mobile First Solutions to drive growth, engagement, and monetization. We help brands with acquisitions, retargeting, growth management, and monetization in India, SEA, LATAM, Europe, and Australia.

With what mission and objectives, the company was set up? In short, tell us about your journey since the inception of the company.

We deliver a valuable experience for the user by creating real connections and driving brand performance. Since our inception, Mobavenue has partnered with 150+ direct brands across different regions and industries. The company provides modern and futuristic media solutions to over 150+ direct brands and partners. We have a foothold at 9 locations worldwide – Delhi, Mumbai, Bengaluru, Singapore, Jakarta, Kuala Lumpur, Dubai, Sydney, and London.

During these five years, the company has achieved specialization mainly in AdTech solutions, mobile app advertising, performance marketing, media buying, app promotion, partner marketing, performance marketing, publisher monetization solutions, and user acquisition.

Please brief us about the products/services/solutions you provide to your customers and how they get value out of it.

Mobavenue's in-house platforms optimize end business goals and growth vectors using our predictive buying and supplying modeling, driving performance, and achieving desired goals. Our strength lies in branding solutions and growth strategies for different clients with a strong foothold in audience segmentation and driving successful campaigns.

We have helped businesses across industries like banks & NBFCs, fintech, D2C brands, retailers, financial services, fashion, e-commerce, online gaming, and OTT platforms increase Return on Investment (ROI), and cut costs, and improve efficiency.

What is the edge your company has over other players in the industry? 

Our AI audience segmentation incorporates user-specific behavior and user acquisition with precision targeting. Also, our strategies help to achieve potential KPI goals.

The rise of programmatic advertising has hampered brand safety through digital advertising. Irrelevant ad placements are leading to poor user experience, further resulting in loss of revenue. Mobavenue, with its integrated fraud partners, ensures brand and fraud safety. We safeguard brand and fraud safety with our proprietary in-house DSP. We place ads only with the relevant content, using highly relevant contextual ads.

How do you see the company and the industry in the future ahead?

Mobavenue continues to strive while driving growth and performance for brands and clients. We see Adtech as an ever-growing industry as the world adapts to the mobile-first approach.