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Tag: VServ

  • Publishers claim Indian players like InMobi, SVGMedia and VServ are known to play by the rules, but those in China, especially YeahMobi and Avazu don’t necessarily do

    App publishers counter undercutting ad networks

    By Krithika Krishnamurthy

     

    Ad network Adatha was born four months ago when Venkatesh Rajendran, co-founder of online magazine publishing firm Magster, found discrepancies in the manner in which he was being paid for his services.

     

    Magster was advertising the mobile apps of Flipkart, Mobikwik and Snapdeal through various ad networks such as China-based Avazu, InMobi and SVG Media.

     

    For the same app, Rajendran said, he was getting different payments from different networks. Advertisers pay ad networks to display ads on relevant apps, mobile sites and websites. The websites like Magster get paid for the ads they showcase.

     

    “We got paid differently from different ad networks. Why were there variations for the same app?” he asked himself, he said. When he dug deeper, he said he found that despite having got impressions, the ad networks were undercutting him, by showing him the wrong metrics.

     

    In this case, Avazu was paying him a slightly higher amount for every ad installed, but it reduced the overall number of installs, he said. So, Rajendran said, the final payments would be much lesser at the end of the day. This prompted him to form an association of about 15 members called Indian Mobile App Publishers’ Network that aims to blacklist and showcase suspicious ad networks to publishers.

     

    CashOn, Pokkt and EarnTalk Time are some of the publishers that have come on board. Publishers claim Indian players like InMobi, SVGMedia and VServ are known to play by the rules, but those in China, especially YeahMobi and Avazu don’t necessarily do.

     

    Avazu refuted the claim while YeahMobi did not respond to requests for comment till late evening on Tuesday.

     

    “That’s not really true. We only cut publisher payments when we find fraudulent traffic or when publishers are not compliant with our advertisers’ policies and we always provide evidence on that, and provide all the guidelines within campaign descriptions of each advertiser campaign,” said Yi Shi, chief executive and founder of Avazu.

     

    Not just publishers, even advertisers claim they are getting the short end of the stick. Advertisers or brands pay for people who are viewing their ads; some pay for clicks while others pay for installing apps. But about 5-10% of it is generated by machines, according to online measurement firm comScore.

     

    AdCovenant, an ad agency, has come up with a solution that specifically aims to tackle the number of false clicks through rates with their solution. “We ensure 50% better return on investment as all of it is human impressions,” said Chetan Ahuja, spokesperson of Pune-based AdCovenant.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Ropes in former Vodafone executive to bolster smart data opportunity in emerging markets

    Vserv appoints Shailesh Varudkar as VP – Global Business Operations

    By A Correspondent

     

    Shailesh Varudkar

    Vserv, a leading smart data led mobile marketing platform across emerging markets, has announced the appointment of Shailesh Varudkar as Vice President – Global Business Operations. Shailesh, a veteran in the telecom space, will be instrumental in boosting Vserv’s aggressive expansion plans and will be responsible for driving the company’s global business operations with a strong focus on emerging markets.

     

    Dippak Khurana, Co-founder & CEO, Vserv said, “We are redefining mobile marketing in emerging markets with our smart data platform and are upbeat about the business opportunities in these regions. The vast experience Shailesh brings to the table will enable us to cohesively achieve our future goals in reaching out to the Emerging Connected Billion™ mobile internet users and foster relevant partnerships. We are delighted to have Shailesh on board and are confident that his extensive experience in the telecom domain will help us further strengthen our business.”

     

    Shailesh comes with a robust sales and marketing background with 17 years of experience in developing and successfully implementing business strategies for multiple telecom business verticals including establishing ecosystems. He has previously been a key member of the Vodafone India commercial team, responsible for product management, product marketing, relationships with device makers, OS players and chipset manufacturers along with P&L responsibility of the devices vertical.

     

  • Punj will be key in devising and implementing Vserv's marketing strategy for a diverse global target audience

    Vserv appoints Pranab Punj to lead global marketing mandate

    By A Correspondent

     

    Vserv has announced the appointment of Pranab Punj as Associate Vice President, Global Marketing. Pranab, a veteran in the digital sector, strategically complements Vserv’s aggressive growth plans and further extends the company’s leadership in the ever-evolving mobile ecosystem across geographies with a strong focus on Emerging Markets. Pranab will be responsible for driving Vserv’s global marketing endeavours, brand positioning, PR, events and digital marketing.

     

    As a part of the senior leadership team, he will be key in devising and implementing Vserv’s marketing strategy for a diverse global target audience incorporating marketers, telecom operators and app publishers.

     

    Dippak Khurana, CEO & Co-founder, Vserv, said, “We are glad to welcome Pranab to the Vserv team at this growth juncture as we scale our business globally. Pranab’s unique experience in dealing with digital brands & products will enable us to accelerate our marketing efforts. In an ever evolving ecosystem as ours, there’s a constant need for all stakeholders to reinvent their mobile strategies and we look forward to make great strides together in empowering them.”

     

    With over 13 years of award winning experience across digital media & entertainment industry, Pranab has held senior level positions in brand management, product & general management, across top MNC’s & Indian conglomerates. In his previous assignment, Pranab was the Director of Digital Media at Viacom 18, where he was responsible for driving marketing and managing the web business.

     

  • Based on a survey of 1500 app developers, a VServ infographic showcases statistics and trends about app development while highlighting preferred platforms and development tools

    VServ infographic on mobile app development

    By A Correspondent

     

    VServ, a popular mobile advertising facilitator, has come up with an interesting infographic on in its ‘Developer Survey 2013’ where 1500 app developers were surveyed.

     

    According to VServ, the global mobile ecosystem has grown “immensely” in the last few years. Adds a communiqué: “Mobile App development is a thriving industry with huge scope for aspiring developers. Every single day brings news that reflects interesting mobile technology breakthroughs that propels app development opportunities to the next level. Smartphones have brought with them smarter consumers, who have adopted apps to become integral part of their lifestyle. Considering that many developers have been able to innovate across mobile devices and operating systems to create entrepreneurial avenues which has scaled their business faster. This opens up great opportunities for developers to build great products that can reshape the way people use technology. However, developing such apps is a herculean task for the developers, where they have to figure out ways to integrate crucial app developed lifecycle services such as ad monetization, analytics, bug tracking and in-app purchases.”