Former Dentsu India chief Sandeep Goyal to launch equal JV with Zeotap

28 Aug,2015

By Pritha Mitra Dasgupta


Former Dentsu India chairman Sandeep Goyal is launching an equal joint venture with German startup Zeotap that will provide a platform for advertisers to buy media space on mobile platforms through real time bidding, based on browsing history of individuals. Goyal is currently scouting for a name and a head for the new company that will focus on programmatic advertising, or automated media management. The venture will be operational within the next 4-6 weeks, he said.


His company Mogae Media has signed a memorandum of understanding with Zeotap to float a 50:50 joint venture in India. Goyal, whose non-compete clause with Dentsu is ending this year, said financial structures of the new entity are being worked out.


In India, programmatic buying is usually used for the digital platform. But the Mogae-Zeotap venture is looking to do it on smart phones and smart devices. “This company is primarily targeted to programmatic advertising on the mobile, both WAP and inapp”, said Goyal.


“The new company has four parts – a data management platform, an ad exchange that enables real time bidding (RTB), a supply side platform (SSP) that brings publishers together, and a demand side platform (DSP) that aggregates demand from advertisers,” he said.


Zeotap was launched in November 2014 by a team with extensive experience at Vodafone, IBM and Fyber (RNTS Media) as a data platform for leveraging the real time bidding (RTB) advertising ecosystem.


It recently raised series A funding of $6.4 million, or about Rs 42 crore, from Capnamic Ventures, Iris Capital (backed by advertising conglomerate Publicis and telecoms giant Orange) and prominent business angels including former executives at Nokia and Yahoo.


Daniel Heer, cofounder and CEO of Zeotap, had said that the new investment “will be employed towards Zeotap’s international expansion as well as to substantially grow our global technology centre in Bengaluru”.


Source:The Economic Times

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