Affle partners with Yahoo! for mobile advertising in India

With this deal, Affle will sell Yahoo! India's mobile advertising inventory across feature phones, smartphones and tablets.

Digital media company Affle continues to expand its mobile advertising portfolio. In a recent development, the company has entered into a partnership with Yahoo! for mobile advertising in India.

As part of this partnership, Affle will sell Yahoo! India's mobile advertising inventory across feature phones, smartphones and tablets.

Through this partnership, Affle further strengthens its leadership position in the mobile advertising market. With the help of its deep expertise in digital domain on both, the platform side via 'Ripple' (launched in August, 2012) and the Digital Advertising Solutions group, will help advertisers to drive impactful advertising campaigns on the Yahoo! network in India.

Anuj Kumar, co-founder and chief executive officer, Affle, says, "We believe that engaging advertising is best delivered to the right users on the right content during the right context. Given Yahoo!'s success in delivering deeply personal digital experiences to a huge global audience, we believe that this partnership will be ideal for us to grow our mobile advertising propositions for top advertisers and agency partners."

Elaborating further, Kumar adds, "Given the significant growing base of mobile internet users and smartphones in India, we are really bullish that rich ad engagement on premium destinations like Yahoo! will be the key catalysts to drive rapid growth of the mobile ad market."

Commenting on the partnership, Vishal Maheswari, senior director and head of sales, Yahoo! India, says, "Mobile is a key area of focus for Yahoo!, given the exponential growth of connected devices in India. Affle has built good equity in the mobile advertising space and brings to the table an extensive ad network with leading publishers. Yahoo!'s premium content and wide reach will further enhance Affle's network, leading to superior value for advertisers."