Snapchat and Tyroo enter into a strategic partnership in India

Tyroo will drive Snapchat’s ad monetisation and infrastructure in India.

Snapchat has partnered with ad-tech platform Tyroo, an arrangement that will see the latter operate as the monetisation partner of social media giant in India.

Regarding this new partnership Siddharth Puri, CEO, Tyroo says in a press release, “We’re delighted to work with Snapchat. Our strong local presence and deep market relationships will help support Snapchat’s mission in India. Snapchat is at the forefront of advances in augmented reality as well as performance advertising, and we are eager to bring these offerings to the Indian market.

Concurrent with this announcement, Tyroo has also appointed Akshay Mathur as its chief revenue officer to drive growth through such partnerships. Akshay has been a veteran in the Indian media industry with experience at companies such as the Bennett, Coleman & Co. (The Times of India Group), Yahoo! Inc. and start-ups like Komli Media, SVG and People Group.

Speaking about the development, Mathur says in a press note, "With the advent of cheaper data and high-speed internet access, there has been a steady increase in the adoption of vertical video formats by the Indian online diaspora. We believe Snapchat is positioned very well to capitalize on this shift. Snapchat’s innovative camera and video ad products such as Lenses, Filters, and Snap Ads make it a compelling choice for marketers. The products can address both brand uplift as well as performance, which would translate into a massive return on their investments.

Geoffrey Reed, Snapchat’s head of international expansion, says, “This strategic partnership with Tyroo will allow us to bring Snapchat to more advertisers in India, and help them see the value in connecting with our highly engaged users through the most fun and effective ad products on the market. We are confident that Tyroo will be an excellent partner in helping us to expand our advertising business in India.