Seventynine becomes an In-App Video Platform

It is being offered as an independent technology platform for ad serving and mediation on a licensing based model too.

SVG Media has announced a move towards positioning Seventynine from being a pure-play ad network to an In-App Ad-serving platform focussing on video.

Putting a spin on its patent-pending Ad Integration and Monetisation Platform appjacketTM, Seventynine is now offering it as an independent technology platform for Ad Serving and Mediation on a licensing-based model too.

As an In-App Video Platform, Seventynine will offer its technology and technical support to large App publishers who maintain their own sales teams, and are looking for a robust solution to enhance their inventory offerings.

Seventynine's technology allows publishers to create custom ad spots at App Start, App Exit or Native In-App locations, whereby they can choose to run one or more ad formats, including, but not limited to, high-quality zero-buffer video ads, rich media ads with multiple calls-to-action, interstitials and static banners.

Commenting on the development, Roshan Kumar, general manager (Media Alliances), Seventynine, says, "appjacketTM is our attempt at revolutionising video advertising on mobile in a country like India, where internet speeds and handset quality are still an issue. It ensures seamless, zero-buffer video ad delivery, even on slow 2G networks, and is compliant with the minutest targeting parameters as well as all major third party ad-delivery and reporting systems, thus ensuring the best-in-class features and inventory monetisation for app developers. Further, app developers are free to sell these custom offerings in the best way, suitable as per their understanding of their respective consumer bases. This allows them unmatched freedom and opportunities, while allowing Seventynine to focus on bettering the technology to put even more power in the app developers' hands."

Mustali Kachwala, CTO, Seventynine, says, "We are trying to change the paradigms within which our industry works. Instead of working on a hard-set model, we want to give app developers absolute freedom in designing their own ad platform, replete with features related to different ad formats which can be switched between different types, mediation features wherein ads from multiple-demand sources can run via the same SDK, minute targeting options including contextual and behavioural via intelligent use of data and multiple macro parameters. Mobile is the computing device of choice for the largest section of population today. App developers won't miss out on monetising any set of consumers irrespective of their consumers' choices and preferences, via our In-App Video Platform."

For the record, digital media network SVG Media (Smile Vun Group) acquired mobile video technology platform Seventynine and performance display platform NetworkPlay from Gurner+Jahr (a unit of Bertelsmann Group), last year.