Mumbai, India (PressExposure) June 04, 2009 -- Ad Magnetâs office is located in a suburb of Mumbai, just a few minutes from the Bandra-Kurla Complex, in the heart of the cityâs financial hub. The hectic activity inside Ad Magnet mirrors the frenetic construction activity surrounding the office. There seems to be no signs of the âeconomic recessionâ at least as far as online advertising are concerned. Starting with just 5 individuals during their stealth launch in April last year, Ad Magnet has grown to more than 20 full time employees, servicing more than 350 publishers and 60 advertisers every month.
According to the April 2009 comScore report, the one year old internet start-up achieved an aggregated reach of 7.6 million unique visitors in India. This represents a whopping 113% jump in unique visitors from last year. Ad Magnetâs online ad inventory is in effect directly reaching out to 22.5% of Indiaâs Internet population basis the comScore All India internet universe of 33.75 million (excluding cybercafÃ©s).
This makes Ad Magnet the largest Indian ad network by far amongst those networks which are getting reported in comScore. Ad Magnetâs reach is bigger than even some of the mainstream Indian horizontals making it a very attractive option for agency planners in their media mix.
Building an Ad Network is not easy of course, as one has to deal with myriad different types of publishers and advertisers on a daily basis. The core glue that keeps the ad network together is Ad Magnetâs in-house ad-server. An online ad-server is a piece of software which delivers ads to online publishers or websites it is connected to making it the core technological engine of any ad network. The better the algorithm and logic built into the ad server, the better the revenue yield for publishers and better campaign results for advertisers.
This obviously begs the question, is Ad Magnet an advertising network or is it actually more of a technology startup? Ratish Nair, (Co-founder of Ad Magnet) says âsometimes the boundaries blur as to where advertising ends and where technology starts. Weâd like to think of ourselves as more of a technology company than simply an ad network.â The Ad Magnet ad server is built on a proprietary longitudinal algorithm which ensures the publisherâs ad inventory is properly matched to meet advertiser objectives, on an hourly basis. Every layer of targeting, whether its gender, age, geography adds to the complexity as publisher yields change dynamically and the ad server has to make a hundred calculations before serving a single ad impression.
Pushing the technology boundary further, Ad Magnet has also developed a video ad-server which will enable advertisers to push video ads even in publishers which donât have a streaming video content, ensuring mass reach for video advertising online. Currently in beta, Ad Magnet is going to make it available for all advertisers next month.
Unlike other media, the internet advertising industry has always been driven more by mathematics and technology instead of âartâ. A creative is measured by hard numbers unlike what is usually done in the offline world. This could be one of the reasons why internet advertising is resisting the recession in the market and showing growth. To help brand advertisers reach their target audience better, Ad Magnet is also offering more than 12 Content Verticals ranging from Travel, Technology, Lifestyle, News, Shopping and Business to Health, Gaming, Cricket, Entertainment and Women. âAdvertisers in India are looking for measurable results for their campaigns whether it is driving traffic to their web destinations or reaching an audience for their brand and this medium offers them that solutionâ says Sunil Miranda, (Co-founder of Ad Magnet).