In last half a decade India has emerged as the centre of attraction for many companies belonging to diverse industries. It has already emerged as the strongest software development hub globally and has leapfrogged global technology giants in various arms of technology like social media, e-commerce, mobile and advertisement. Keeping close eye over the growth in Indian territory, Yahoo has decided to launch publisher ad network in India.
Though, Yahoo itself is a large publisher, it has planned to tie up with local publishers to trap more number of brands as well as companies. However, it’s still not clear that what exactly company is up to; Since, it had sold its 35 percent stake of Tyroo – an online ad network firm – to Xplorer Capital just last year.
Yahoo is contracting the publishers with the help of its “Smartads” platform which allows ‘advance retarget’ and ‘behavioral retarget’.
Interestingly, one of the advertising agency, named as Nexzenpro, has claimed that Yahoo will route their campaign through two selected Ad networks in India and one of them is Nexzenpro itself; while there is no such official confirmation on this yet. Nexzenpro had claimed that their partnership will help monetize remnant inventory.
However, none of the officials of Nexzenpro are ready to reveal more information about their tie up, nor they are ready to comment on Yahoo’s other partner.
Inquiring further with some relevant sources, it has been found that Yahoo publisher partners will need to mail weekly report to the company, and payments will be made within 60 days from the invoice date.
However, Yahoo India has not yet announced their tie up with the Nexzenpro or any other companies till date but could be done in next few weeks.
I feel Yahoo has taken a much appreciated step as India is one of the emerging e-commerce markets all across the world. Yahoo is going through rough patches these days as its revenue as well as profit has been dipping continuously from last 4 quarters. In such condition investment in India will definitely prove beneficial for the company as blogging and online information portals – dependent on online advertisement revenue model – business model is facing explosive growth.
Yahoo should have taken this step few years back as online advertising is one of the leading and profitable business model especially in Asian Territory. Also,India has been regarded as the land of opportunity and grabbing the opportunity of online advertising may help Yahoo to bounce back and re-strengthen its financial condition in coming years.