Silicon Valley-based advertising and marketing technology company C1X (C1Exchange) has roped in Kartik Mehta to lead its mobile business in India.
Mehta’s appointment will enable C1X to expand its operations in one of its largest strategic growth markets globally. With growing business across direct Indian clients and working with supply and operation teams closely, Mehta will operate out of the Mumbai office and will report to Narayan Murthy Ivaturi, Vice President and Head of Mobile Business, APMEA.
On Mehta’s appointment, Ivaturi said, “We are very pleased to have Kartik on board. His breadth of experience across the technology industry will help us develop and execute a long-term plan for growth acceleration in India.”
Commenting on his new role, Mehta said, “I am both honored and excited to be a part of the C1X family and strongly resonating with C1X’s values of speed and teamwork. I am eagerly looking forward to work alongside a fabulous team and help redefine standards in the programmatic space.”
Mehta comes with an experience of 14 years that includes both agency and sales. He started his career in advertising and worked with agencies like Bates, JWT, and Cheil WW. He has functional experience in CRM and Digital. His mobile experience started with Vserv where he was part of the global markets team. He then moved to Indonesia to be the Country Head. In his last assignment, he was Mobile Business Lead for YouAppi, an Israeli start-up for India and Southeast Asia business.
On the growth of mobile, Ivaturi further commented, “Mobile has been the single largest growing component of the digital ecosystem. It is consistent across any geo—developed, emerging, or developing, irrespective of any economic trend. Mobile advertising has been taking baby steps in comparison to the explosive growth that the device ecosystem has seen. But over the last 2-3 years, with evolved user identifiers, we are seeing a huge trend in mobile audience and targeting.”
“C1X, an audience discovery platform, has been at the forefront of scalable, qualitative, and effective way of reaching out to audiences, and mobile is a natural extension to our services. C1X works across the emerging markets with varied marketing customers in delivering their mobile marketing KPIs,” he added.
C1X offers both performance and brand clients to go after their own differentiated goals with cutting-edge audience discovery and performance guarantee solutions when it comes to mobile.