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Times Internet to invest $100 mn in its media buying platform

MUMBAI: Times Internet is planning to invest $100 million in developing its smart media buying technology platform Colombia.

The company, which caters to 165 million users across genres and languages, will utilise the investment in developing marketing technology to continue creating value for marketers as the mix of digital marketing gets more complex.

Over the last three years, Times Internet has been aggressively investing in a 150-member global technology team to develop Colombia, a world-class native advertising platform. The company custom-built its own big data engine using open-source tools and technologies.

The continued investment will be focused on expanding Colombia’s capabilities to leverage insights and data about users across multiple marketing formats including display, video as newer formats such as coupons and purchase formats for a wide variety of marketers.

Colombia has been created to enable marketers to fully engage with nearly 200 million digital users a month across Times Internet properties and partner publishers.

In March, the Colombia Network served more than 6 billion content recommendations, which makes it India’s largest native platform for premium publishers across desktop, tablet and mobile. More than 60% of this inventory is from premium news and content publishers.

Adtech and Colombia CTO Swapnil Shrivastav said, “Colombia is currently processing billions of requests a day and matching the right marketing offer to the right users at the right time and the right format, considers more than 1,000 separate attributes in real time. It will only scale up further.”

Times Internet CRO Gulshan Verma said, “The acceptance of Colombia among both the marketer and the publisher community has been remarkable with over 50 external premium publishers signing up to leverage Colombia as a native platform in the last six months. This investment is a show of confidence in Times Internet’s ability to build world class technology platforms that scale.”

Times internet runs a complex and sophisticated marketing operation in addition to hosting editorial content for multiple internal sites as well as partnerships.

With marketers looking to understand consumers in India better, Times Internet allows them insights into consumers’ interests and passions that define their time spent on the internet.