Flipkart, Snapdeal eyeing big slices of the expanding eCommerce ad pie
As revealed in an Economic Times report, digital marketplaces are developing capabilities to place ads in their own pages. They are also partnering with ad tech companies to create contextual ad content - all known as native advertising.
Founded in 2007, India’s largest eCommerce platform Flipkart was among the earliest to spot an opportunity. Recently, the country's most valuable online marketplace recently created an advertisements business segment overseen directly by cofounder and group chief executive
According to the ET report, in the of ecommerce world, native ads are strategically placed on websites to be topically relevant to the content alongside, making them more effective than traditional banner or pop-up ads. And for online marketplaces, such advertisements promise an additional flow of revenue from the hundreds of thousands of merchants selling wares on their websites and mobile apps.
Piyush Shah, chief product officer at InMobi, a mobile advertising network that competes with
Neha Dharia, analyst at Ovum Research, told the business daily, "As the bulk of Indian population moves to mobile devices, new formats of ads like native are beginning to surface, as banners and pop-ups are no longer suitable. (And) as digital media consumption evolves, so will ad platforms. Native ads are a result of the evolution."
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