MAM
Adjust launches automation technology to simplify mobile advertising processes
MUMBAI: Mobile measurement, fraud prevention, and cybersecurity platform Adjust has announced the launch of its new product ‘Control Center’ with the aim to simplify the process of mobile advertising management for marketers. The pioneering product will be a part of the Adjust Automate Suite.
Mobile has become the new undisputed king of digital, and eMarketer predicts marketers are poised to invest a record-breaking $286 billion in mobile ad spend in 2020. But as the industry grows, the process behind ad management has become increasingly complex.
According to a research by Adjust, 81 per cent of the marketers surveyed admitted of planning to increase their company’s marketing or advertising automation budget in 2020. These marketers handle an average of 19 advertising campaigns across approximately 14 different networks, highlighting the scale and complexity behind current marketing campaigns.
When asked about their three biggest pain points in their roles, marketers listed merging and acting on disparate sources of data, individually updating bids and budgets, and accurate campaign management.
Adjust’s Control Center was built to simplify these processes. Designed as a cross-app, cross-partner and cross-network dashboard, marketers will be able to view data across all their apps and campaigns and act on it. The product is part of the company’s third product suite, Adjust Automate. It follows Measure, which focuses on attribution and analytics, and Protect, which encapsulates its fraud prevention and cybersecurity solutions. These three product suites make marketing simpler, smarter and more secure for the 32,000 apps working with Adjust.
“Mobile is one of the most sophisticated and technical channels in marketing today, but it relies on a huge amount of manual work,” commented Adjust co-founder and CTO Paul H Müller.
Müller added, “According to our research, marketers would have to adjust over 250 distinct bids and spend limits, every day. That means even a moderate number of campaigns can become complex to keep updated.”
“With Control Center, marketers can offload manual, routine tasks, leaving them free to focus on being creative and pushing the boundaries of what marketing can achieve,” Müller continued. “The product also has the potential to be an equaliser in mobile marketing, massively increasing the number of campaigns one person can manage, and allowing smaller teams to compete with larger marketing departments. With it, the battle will gradually shift from out-spending to out-thinking competition.”
Control Center will be available as a separate package for clients and integrated into their existing dashboard, along with an Enterprise version that is fully customisable for the most sophisticated of advertisers.
The launch follows a strong period of growth for Adjust. In 2019, the company announced multiple acquisitions, hiring of top talent and one of the year’s biggest rounds of funding in Europe. In 2020, Adjust will be focusing on consolidating its existing product to become the definitive growth engine for the mobile marketing ecosystem.
Brands
Flipkart completes reverse flip to India ahead of IPO
Walmart-owned e-commerce giant shifts domicile from Singapore to Bengaluru
MUMBAI: Flipkart has completed its restructuring to move its parent company from Singapore back to India, marking a key milestone as the Walmart-owned marketplace prepares for a potential initial public offering on Indian stock exchanges, ET reported, citing people aware of the matter.
The move, often referred to as a “reverse flip”, relocates the company’s legal home to India and aligns its corporate structure more closely with its largest market. It also clears an important regulatory step for Flipkart as it explores listing plans.
As part of the restructuring, several Singapore-based entities have been merged into Flipkart Internet Private Limited, which will now serve as the main holding company for the entire group.
The consolidation brings a number of major businesses directly under the Indian parent company. These include fashion platform Myntra, logistics arm Ekart, travel booking platform Cleartrip, healthcare marketplace Flipkart Health, and fintech venture Super.money.
Under the new structure, global investors including Walmart, Microsoft, SoftBank, and the Canada Pension Plan Investment Board will hold their stakes directly in the Indian entity rather than through an overseas holding company.
The redomiciliation required approval from the Indian government because Chinese technology company Tencent owns around a 5 to 6 per cent stake in Flipkart. Under Press Note 3, investments from countries sharing a land border with India require prior government clearance.
Flipkart had already secured approval from the National Company Law Tribunal in December. With the latest clearance from the central government, the company has now obtained all the regulatory approvals needed to complete the relocation, ET reported earlier.
Flipkart had originally shifted its holding structure to Singapore in 2011 to tap global capital more easily. However, as India’s capital markets have matured, several start-ups have begun returning their domiciles to the country ahead of public listings. Companies such as Razorpay, Groww, and Meesho have taken similar steps.
The company is now expected to move ahead with its IPO preparations and has begun early discussions with merchant bankers. According to people familiar with the matter, Flipkart could file its draft prospectus later this year, setting the stage for what may become one of the most closely watched listings in India’s e-commerce sector.
Flipkart has been majority-owned by Walmart since 2018, when the US retail giant acquired a 77 per cent stake in the company for $16 billion in one of the largest e-commerce deals globally.
