C1X (Class One Exchange), the independent Advertising and Marketing Technology (AMT) company has joined hands with IdeateLabs, a digital marketing company based out of Mumbai to become their Demand Side Platform (DSP) and provide a hybrid programmatic digital media solution along with data management capabilities to their clients in India.
Commenting on the partnership, Sunil Punjabi, VP & Head of Business South Asia, Mumbai, India C1X, said, “In recent times, programmatic is steadily creating more than a foothold in the Indian market, which is evidenced by the number of advertisers, increasingly veering towards it, eager to try it out. In the same vein, Ideate Labs has also been looking for a programmatic advertising partner at the behest of its clients. It is providential that the kind of offerings that C1X offers mimicked the requirements that Ideate had and this partnership was imminent. We are glad to seal the deal with them and are confident that this will enable all round growth.”
“Ideate brings to the table, clients from diverse sectors, some of whom are keen to be on the programmatic platform and some of whom we will need to educate. With the kind of delivery mechanisms that provide both efficiency and effectiveness, along with complete transparency, which are the hallmarks of the C1X platform, and with a committed partner like Ideate, we are sure the client roster will see a surge in next to no time,” he added.
Expressing his views on the association, Christopher Higgins, Business Head, IdeateLabs, said, “With C1X’s robust Programmatic Stack, we found just that partner, where we get the flexibility to not just work on Real Time Bidding but also Programmatic Direct within a single tool, across multiple advertising exchanges and DSPs. We met almost all the leading DSPs. Many lacked strong awareness of the Indian market, others had tools that were not user-friendly and others were not transparent. C1X impressed us with their experience across the entire programmatic spectrum, their local partnerships, and the depth of their new platform. We liked the intuitive interface and the predictable workflow, along with the reporting and analysis. The fact that C1X is able to support us for both Indian and International campaigns, was a big plus point.”
“At Ideate we've witnessed significant growth over the last year, and in the last quarter added a whole host of clients to our roster. With the C1X association, we believe we will be able to help our clients utilise the digital medium more effectively while driving up ROI. The best way to grow an agency is to ensure your client's success,” he added.
About the growth of C1X platform in India, Punjabi said, “C1X as a platform focuses heavily on providing ease of use to the advertiser along with complete transparency. Both these factors are by and large missing from the programmatic play otherwise. Also, with Programmatic Direct, an advertiser is able to secure guaranteed impressions, without the ardour of a PMP or Deal IDs. Not to mention the data overlay for fine tuned targeting. The combination of all these factors lets C1X offer a single-point solution for all programmatic needs in the Indian market and partners like Ideate reposing faith in it, is testimony to the value provided there from.”
In sync with the thought process, Higgins said, “It is relatively early days for Programmatic in India and the community requires a lot of education before you witness some really large movements here. It will be upto the agencies and the Programmatic platforms to take up the cause of educating clients about the possibilities that the solution brings on board. I believe most marketers are excited about the growth of Programmatic but are adopting a wait and watch approach before stepping out of their comfort zones. As India grows and Digital India takes centrestage, programmatic will become the default way to buy media. The ability to target media through 1st and 3rd party data offers significant advantages over direct buying.”
Founded in 2014, C1X is a funded global corporation, headquartered in the Silicon Valley, with offices in New York, Dubai, Singapore, Tokyo, Mumbai, and New Delhi, and with development centers in San Jose, Chennai, and Bengaluru.