Flipkart partners with MediaMath; launches commerce-focused DSP

By: |
February 15, 2021 12:15 PM

The move is in line with the larger growth strategy for Flipkart’s ad-tech business

With over 300 million registered users today, Flipkart claims to have a very deep understanding of Indian consumers from both a scale and depth perspective.With over 300 million registered users today, Flipkart claims to have a very deep understanding of Indian consumers from both a scale and depth perspective.

E-commerce marketplace Flipkart has rolled out a custom built demand-side platform (DSP) with an aim to strengthen its advertising and monetisation portfolio. The ad-tech offering was built in partnership with MediaMath and is designed to help brands make data-driven decisions to purchase online ad inventory and design high-impact marketing campaigns. Flipkart’s demand-side platform (DSP) is a custom-built version of the reputed MediaMath platform itself and will provide brands of all scales to engage with a growing consumer base. It will also enable them to plan data-driven campaigns with complete control. This launch is a part of the larger growth strategy for Flipkart’s ad-tech business, as it continues to innovate and unlock goodness in the ecosystem.

The role of e-commerce has been elevated to new heights as millions of people have embraced shopping online. This has led to an increasing need for brand-focused martech innovations, aiming to reach all these customers, Prakash Sikaria – vice president, growth and monetisation, Flipkart, said. “We will help brands with a deep consumer understanding, that will allow them to engage with their customers in a holistic way. We are confident that our insights are fully equipped to create tremendous value for our partners, brands and customers,” he added.

With over 300 million registered users today, Flipkart claims to have a very deep understanding of Indian consumers from both a scale and depth perspective. Flipkart’s DSP is relevant to all categories – from FMCG brands to banking and education. The biggest advantage that it offers is the deep consumer intelligence which cannot be accessed anywhere else. The DSP toolkit enables brands to run targeted brand campaigns that cover various aspects of the consumer’s shopping journey. This holistic view on buying behaviour is unique to Flipkart and has the potential to positively impact any brand’s online engagement.

Our DSP toolkit utilises a data-backed decisioning approach to enable connections with consumers across India and improve the relevance of campaigns, Anudit Vikram, chief product officer, MediaMath, stated. “Flipkart’s deep understanding of Indian consumer behavior is unrivalled and we’re thrilled to partner on an approach that will drive better consumer experiences and engagement while at the same time deliver transparency and accountability to brands,” he added.

Read Also: #BackToBusiness: Impresario Handmade Restaurants’ Divya Aggarwal on the strategy that needs to be followed to bounce back

Follow us on Twitter, Instagram, LinkedIn, Facebook 

Get live Stock Prices from BSE, NSE, US Market and latest NAV, portfolio of Mutual Funds, Check out latest IPO News, Best Performing IPOs, calculate your tax by Income Tax Calculator, know market’s Top Gainers, Top Losers & Best Equity Funds. Like us on Facebook and follow us on Twitter.

BrandWagon is now on Telegram. Click here to join our channel and stay updated with the latest brand news and updates.

Next Stories
1Influencer marketing under ASCI scanner
2How creator ecosystem is impacting the beauty industry in India
3Is this a survival year or a profit making year for the media industry