Micromax, Affle announce data partnership for audience intelligence, ad monetization

Accelerating its journey towards creating a holistic ecosystem, Micromax Informatics, world's 10th largest mobile brand entered into an exclusive data partnership with Affle to help deliver superior audience intelligence and blended native advertising solutions to over 60Mn users in India.

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

This partnership would thus help Micromax deliver a much greater user experience backed by robust analytics and 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.

"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," said CMCO Micromax, Shubhodip Pal.

"We are very happy to have Micromax join in as a marquee partner for our DMP and native ads platform. We strongly believe that the next phase of digital advertising growth would be driven by making content and 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," said co-founder and MD Affle, Anuj Kumar.

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

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.