In the midst of increasing spends on digital marketing, Times Internet has launched Expresso, a suite of ad technology. Expresso aims at increasing intelligence, automation and transparency behind online ad targeting and delivery.
According to the company, it is a fully automated intelligent ad platform connecting various services, including ad serving, RTBs, AdX, billing, invoicing, audience, affiliates, and more.
Commenting on the initiative, Gautam Sinha, COO, Times Internet said, “Digital spends are growing rapidly and there needs to be a better solution and transparency for advertisers agencies and brands to make most out of their digital spends. We have studied in detail the industry problem areas, which lead to the friction of buying, selling and delivery of digital inventory. We have evaluated global systems and solutions and came up with Expresso to give value to our advertisers.”
Explaining one of the use cases of Expresso, Sinha cited the example of a high-end automobile maker. The brand will want to target the HNI. In the past, it didn’t have a direct way to target this audience and would use proxy ways to identify the audience (for example, iPad user is a proxy to a HNI). Expresso offers marketers over 100 direct audience segments that will help them target their TG directly, he said.
With end-to-end automation, transparency will bolster definite value to all players in the digital value chain. With Expresso targeting, RoI, invoicing, etc., will come under the same roof, thus making life of marketers simpler, is the claim.
The pilot of Expresso has been run internally and Times Internet is positive on the model acquiring huge traction post release.