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Programmatic advertising strategies

Thursday, October 06, 2016

Ashish Shah, CEO and Founder, Vertoz

Ashish Shah is the CEO and founder of Vertoz. He is responsible for the leadership and direction of the company and looks after the day-to-day operations, as well as leading the company’s product development and technology strategy.

For Ashish, the greatest reward is the daily thrill of working with a team that shares the same core values. He equips Vertoz with his profound technical knowledge of the web services industry, keen eye for business, and an unquenchable craving for growth.

Ashish spearheads the company’s strategic vision and growth in providing state-of-the-art services. In conversation with Dominic Rebello, Ashish speaks about how he is working to keeping the company steady and setting it on the path to profitability and success

How big is the digital advertising solution market?
Globally, online advertising is a $150- 200 billion market which is growing rapidly as more and more ad budgets are being spent on online advertising. While the Indian digital advertising market is still growing with 12.7% of the total ad spend going towards digital.
 
What is the USP of Vertoz?
While many ad tech companies around the globe provide solutions to either publishers or advertisers and specialize in a few offerings either for mobile, display or search. Vertoz caters to the needs of both the advertisers and publishers and provides solutions for various channels like display, video, mobile and native advertising across multiple devices. Thus, we like to call ourselves the complete advertising and monetization suite.
 
How do you plan to scale up?
Vertoz is a programmatic advertising company focused on building a better technology for easy buying and selling of media. We plan on scaling up by sourcing more demand and supply partners, onboarding new advertisers and publishers and upselling & cross-selling of various ad channels/ad formats. We also plan to bring in new interactive ad formats for display, video, mobile and native advertising for our customers to connect better with their audiences.
 
How big is the potential for a business like yours? Any major customers that you now cater to?
A programmatic ad company in the Indian market has a vast potential as programmatic is starting to take roots and helping many brands and publishers to get maximum returns out of their investments. Some of the prominent Indian customers / brands include MRF Tyres, MTR foods, Pidilite, Godrej Realty and Lenovo.
 
Where do you see yourself five years down the road?
We are continuously discovering and employing various new tools, technologies and data points to automate buying and selling of digital media. This in turn will enable us to be among the key players in the programmatic advertising space.

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