Platform will give digital ads an edge over pure-play data analytics companies
Advertising technology companies are coming up with strategies and products targeted at Internet users browsing in languages other than English and bundling them with analytics that will collect data on user preferences and measure reach. The platforms offered by adtech companies will not only make digital advertising in local languages more relevant, it will also give them an edge over pureplay data analytics companies.
"Advertisers are not leveraging vernacular languages efficiently. While the destination is in a local language, the banner ads are usually in English," says Dippak Khurana of Vserv, which developed a product to display advertising in the same language as the website being viewed and currently supports 21 Indian languages. Incorporated in 2010, Vserv is targeting revenue of $100 million `617 crore) by FY 2015-16 and is (.in talks to raise $15 million. The company works with advertisers including Freecharge, Snapdeal and Paytm. While language is an issue, the bigger problem is data, according to Khurana. You can read the full story on The Economic Times.