Micromax joins hands with Affle

NEW DELHI: Indian consumer electronics firm Micromax Informatics said that it has joined hands with Affle to help deliver superior audience intelligence and blended native advertising solutions to over 60 million users in India.

"As part of this partnership, Affle would leverage its Data Management Platform (mTraction) & ad optimization platform (MAAS) to deliver data driven content & ad experiences to Micromax users," a statement said.

"This partnership would thus help Micromax deliver a much greater user experience backed by robust analytics & insights. It will also create a very unique proposition for marketers to generate higher ROI from these targeted advertising opportunities blended within the native handset experience," it said.

Commenting on this partnership Shubhodip Pal, CMCO Micromax said “These are exciting times for the smartphone industry and we see our role evolving from being a handset player to delivering relevant and personalized experiences to our users. We are thus very excited to announce this partnership with Affle as it helps us to maximize returns from a new and growing revenue stream while enhancing the experience for our users.”

Announcing this partnership, Anuj Kumar, Co-founder & MD Affle said “We are very happy to have Micromax join in as a marquee partner for our DMP & native ads platform. We strongly believe that the next phase of digital advertising growth would be driven by making content & advertising more engaging backed by robust audience analytics. We are already seeing a lot of excitement amongst top marketers and publishers for our Micromax related platform offerings and expect that to grow significantly over time.”

"Backed by the 60 million and growing user base of Micromax and Affle’s platform strengths of delivering engaging, targeted & native advertising, this partnership would help create one the highest impact propositions available for marketers for digital outreach in India," it added.

With the twin strengths of rich user insights based targeting and blended experience, this opportunity is expected to deliver very well to the objectives of scale, relevance and effectiveness for top digital marketers.