Mobavenue Ropes In Microsoft AI’s Ben John As Advisor To Guide AI Strategy

Mumbai-based marketing and programmatic advertising startup Mobavenue has appointed Microsoft AI’s VP of Engineering Ben John to its advisory board.  

In a statement, Mobavenue said that John will guide the startup’s AI-led innovation strategy, work on its deeptech architecture, and support go-to-market initiatives to scale its global footprint.

Mobavenue, a bootstrapped startup founded in 2017 by Ishank Joshi, Tejas Rathod, and Kunal Kothari, helps digital-first brands advertise beyond the walled gardens (closed ecosystems created by tech giants). 

John, with a career spanning more than two decades, is known for building large-scale AI and adtech platforms. He currently heads Microsoft’s AI CoPilot data platform. Previously, he served as the CTO of AppNexus and cofounded Xandr, which was later acquired by Microsoft. 

At Microsoft, John enabled the integration of Microsoft Ads with Xandr and played a key role in the Microsoft-Netflix advertising partnership, as per the statement. 

Commenting on his appointment, John said, “What drew me to Mobavenue is their clarity of vision and the speed at which they turn ideas into impact. Technology, for me, is about solving real problems and empowering people, and that’s exactly what Mobavenue is doing at scale. I look forward to supporting their journey as they grow from India to the world.”

Ishank Joshi, MD and CEO of Mobavenue, said, “For a leader of Ben’s calibre, who has shaped global AI and adtech ecosystems, to choose us is a powerful validation of our vision, capabilities, and potential. His deep expertise and global perspective will be invaluable as we expand our innovation pipeline, attract global partnerships, and accelerate our impact across international markets.”

Inside Mobavenue’s Madtech Platform 

Based in Mumbai, Mobavenue is a full-stack madtech startup that integrates marketing and advertising technology to help businesses manage the entire consumer funnel — from awareness and acquisition to retention. 

It has two key products, SurgeX and ReSurgeX, to enable data-driven advertising, retargeting, and performance tracking across digital platforms.The startup focuses on delivering integrated, measurable advertising outcomes through its proprietary technology stack.

Its in-house technology platform allows brands to make data-informed decisions while addressing data privacy and cost efficiency challenges. Its lean structure, developed through targeted hiring, supports flexibility and operational speed typical of a startup setup.

Mobavenue’s operations are built on a cost-efficient model. It maintains its core teams in India and is planning a global expansion over the next three years across North and South America, the UK, the EU, East Asia, and LATAM, supported by local hiring in these markets. John will offer key insights in the role of an advisor as Mobavenue’s business expands beyond India. 

Mobavenue competes with the likes of InMobi, Affle, Applovin, and The Trade Desk.