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Programmatic Advertising

Tuesday, July 04, 2017

Ashish Shah, Founder & CEO, Vertoz

As Vertoz’s Founder & CEO, Ashish is responsible for the leadership and direction of the company. He 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. In conversation with Dominic Rebello, Ashish reveals how Vertoz has been growing multifold by building strong relationships with both Advertisers & Publishers and aims to become one of the leading programmatic companies in the country in the next five years.

What is the idea behind Vertoz?
We were fresh out of our college and were thinking doing something on our own. We have never had an idea of working for anyone and would like to build an institution which can run for ever.

IT sector has caught our attention and the web is very nascent state in India when we had started this business of domain and hosting under Trunkoz Group. The domain rates were very high and some of the early entrants were leading the market. We had really offered services at best rates and we had also had good ride in this segment of our business

Trunkoz group is now a web infrastructure business and in the business for two decades catering to businesses and individuals with domain, hosting and cloud services.

We had moved in the value chain by venturing in to programmatic advertising in the year 2012 by building business under Vertoz. This is how Vertoz, has been growing multifold by building strong relationships with both Advertisers & Publishers to achieve their goal of better ROI & monetization respectively.

Vertoz has started as an ad network company and has evolved as programmatic company. Being in the midst of programmatic advertising boom in India, Vertoz has made its mark and is currently working with leading brands and also publisher in the country.

We use a complex algorithm for programmatic buying and selling of media across different media channels like desktop, mobile web, mobile app, native and so on. While Programmatic Advertising is still evolving in India, Vertoz is doing great and has already served many of its customers & sees tremendous opportunity for growth.
 
How are you different from others?
We offer a dedicated account management to each of our clients irrespective of size of business they do with us unlike other players in the industry where they assign dedicated resources based on size of business they do with them.

We believe that every customer in advertising will spend more, if they have given personalized attention. We as an ad tech business built our own technology which helps us to provide services and solutions to our customers & partners.

Working with both advertisers and publishers is something not all ad tech companies does. Vertoz’s unique and innovative technology enables it to buy and sell media programmatically. We provide solutions to advertisers, publishers, supply partners (SSPs) and demand partners (DSPs) all under one roof.

Thus, we call ourselves as complete advertising and monetization suite.
 
Any expansion plans?
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.

Our Engineering and Product team is working hard to launch self-service influential advertising under our programmatic plex where influencer can monetize their social channels for various relevant brands and topics of interest.

We are working towards bringing more innovative ad formats and advertising solutions which engages users on the campaigns. Our Engineering and Product team is constantly working to make user experience better for our publisher's site with our Innovative Ad Formats. Our Data Science Experts taking all efforts to match right campaign with the right users creating a WIN-WIN situation for all.

Recently we have expanded our operations in New York by adding 5 people, where we are targeting international brands and premium publishers.

What is your vision for the company?
Vertoz’s strategic vision is to discover and employ tools, technologies and data points through programmatic advertising strategies. Thus, helping us to automate the buying and selling of digital media and providing solutions to both advertisers and publishers.  

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. We would become one of the leading programmatic companies in the country in the next five years.

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