Komli Media to launch Komli Labs

The media technology company's latest offering is a research centre in advertising sciences.

Advertising network Komli Media has launched Komli Labs, a centre for research in advertising sciences. The company has roped in Srinivas H Sengamedu as vice-president and head of Komli Analytics and Labs. Sengamedu was previously director, research at Yahoo Labs.

The Komli Labs will primarily focus on driving innovation in digital advertising through applied research and data analytics, in the areas of real time bidding, audience measurement and targeting, ad verification, and traffic quality management. This, in turn, will help create innovative solutions to deliver more relevant ads to users, and maximise value for all: users, advertisers and publishers. The labs team will be integrated with various teams at Komli, and complement product, engineering, and business functions.

Commenting on the launch, Satish Kadu, vice-president, Komli Media, says, "Komli Labs aims to leverage applied research to drive digital or online advertising. With this launch, we want to drive innovation and add value to the advertising ecosystem.

Komli plans to use the data it collects on various ad platforms to derive insights about the users and use this to develop strategies to give greater value for publishers and more hits for the advertisers.

Speaking about the work to be done at the Komli labs, Sengamedu, who has several years of experience in research, with over 100 research papers to his credit, says, "There are three aspects to what we will do: develop best-in-class technology to power Komli products, create long-standing IP, and author high-impact research papers. The team is armed with deep technical knowledge and data expertise."

It may be recalled that Komli had recently announced the launch of ATOM, a real-time bidding advertising platform that allows media buyers to bid on and purchase online ad inventory on an impression-by-impression basis.