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New Delhi-based mobile ad tech platform Tyroo Technologies, has introduced its Product Listing ads (PLA) which will be open to all App publishers and will compete with Google and Facebook’s PLA.

The platform which was launched globally at Mobile World Congress last month will now be available in India as well. The Tyroo PLA platform will allow app publishers to deliver ads without compromising on a user’s app experience, by embedding these ads natively, i.e; ads content is coherent with the platform’s usual content. Popular examples of native ads’ implementation are Facebook and Google

Siddharth Puri, CEO of Tyroo Technologies, said, “Our partnerships with leading Indian and global publishers are a clear endorsement of the tremendous value that Tyroo’s Product Listing Ads holds for App publishers. Our research indicates that consumers look at native ads 52% more frequently than banner ads and with PLA App developers need not look any further for better returns. We are confident that PLA will help our clients drive sustained revenue growth on one hand and user engagement on other, without compromising on the App’s user experience in any manner.”

Unique Selling Point

The Product Linked Ads by Tyroo Technologies will mark an innovation in global mobile ad tech industry. Where on one side ecommerce ads overpower and confuse the consumers by showing different products at one time to choose from, Product Linked Ads will only show relevant products as per consumer interest, reducing their efforts of buying products online.

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Similar to this, Bangalore-based mobile advertising platform, InMobi, had launched its new ad discovery platform Miip last month.

How Will Tyroo’s PLA Make A Difference?

Users today are subjected to number of App downloads and other irrelevant ads. Moreover, these are irrelevant marketing messages directed at them.

With the PLA integration these apps will be enabled to engage consistently with their users with relevant product ads. This in turn will help the ecommerce companies to direct ads as per consumer’s interest.

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The native format of Product Linked Ads (PLA) is designed in such a manner that it forms an integral part of the App in order to sort out challenges like limited advertisements, less traffic, non-engaging content and low fill-rates. Tyroo’s PLA is supplemented with curated product feeds, programmatic solution, strategic placements of ads, 100 % fill rate which will yield upto 25 % increase in user engagement and 2X lift in eCPM (Effective Cost per Million Impressions).

Through this technology product ads will appear natively in an application with product recommendations powered by Tyroo Technologies’ proprietary Big Data recommendation engine. The engine generates Recommended Ads based on competition between display ads, product ads, app install ads and video ads. The ads enriched with native design will enable the consumer to experience shopping within their favorite applications; leading to high yield and increase in time spent for app developers. It also enables advertisers to monitor native product ad performance through an in-built dashboard and accordingly use product analytics to create more engaging content for the audiences.

The PLA technology is presently available on Android phones and it plans to come in iOS software.

According to dazeinfo , total media spending in India between  2013 ($5.56 Bn) and 2014 ($6.11 Bn)  increased by 10%.  Also, according to a report by eMarketer, the global mobile advertising market will hit two significant milestones in 2016, surpassing $100Bn in spending and accounting for more than 50% of all digital ad expenditure for the first time. Which expands the market size for 2006 established Tyroo. The company has been delivering more than 2 Bn ads per month, reaching out to over 100Mn consumers across 15 focus markets with physical presence across Delhi, Singapore, Indonesia, Dubai, Bangalore, Mumbai and expanding across the world.

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