MAM
Tech startup SilverPush introduces innovation for ad analytics
NEW DELHI: SilverPush, a San Francisco and Gurgaon based cross-device mapping platform, has introduced a new tech innovation for ad analytics that measures the effectiveness of television commercials and retargeting the TV viewers on mobile.
The new innovation was revealed at the second Ad Tech in Gurgaon, Delhi.
“This is the first time in India, we are exhibiting our product to technology enthusiasts. We did give a demo at Mobile World Congress this year in the first week of March for which we received a huge response,” said SilverPush CEO Hitesh Chawla.
The tech startup has created a new range of ad analytics services that offers insight on customer engagement with TV advertisements. It has gained substantial investments as well as response from brands across the globe.
Speaking to Indiantelevision.com, SilverPush product marketing manager Adarsh Sasi said that the new technology is integrated into the smart phone and this means a reach to around 18 million devices.
A special code in the device will catch the audio of the advertisement even if it is being seen on a normal television in the same room and not on the smart phone. Thus, the data comes directly from the consumer and can then be passed on to the advertiser, Sasi said.
The company uses a sophisticated deterministic modelling to identify the multiple devices associated with a single user and maps his/ her demographics and behavioural property into a unique id.
Answering a question, Sasi said that the charges varied according to the convenience of the advertiser, who could either pay according to the results they receive or the total number of viewers.
Ad Tech hosted the event to offer a platform to tech companies from the digital marketing industry, where they could exhibit their innovations and products to investors, customers and the general media.
Several keynote addresses and discussions formed part of the event led by hundreds of corporations and suppliers from digital marketing sector.
It offered a platform for networking, collaboration and tie-ups. The first Ad Tech last year had more than 3500 attendees and above 96 speakers.
Brands
Pocket FM elevates Lalit Gangwar to COO to drive global growth
Founding member to lead operations, monetisation and expansion across markets
MUMBAI: Pocket FM has elevated Lalit Gangwar to chief operating officer, tasking the founding team member with leading global business operations as the company sharpens its international growth strategy.
In his new role, Gangwar will oversee end-to-end operations across markets, including growth, monetisation and execution for the company’s audio business. The appointment comes as Pocket FM looks to strengthen its operating foundation and build a more predictable, scalable global business.
Gangwar has been closely involved in shaping the company’s trajectory from its early days. He played a key role in building the growth and marketing playbook in India, helping the platform scale to over 150 million users within its first year and establish a strong foothold in the audio storytelling category.
He later led Pocket FM’s expansion into the United States, where he set up teams, defined market strategy and drove scale, contributing significantly to the company’s international ambitions.
Pocket FM co-founder and CEO Rohan Nayak said, “Lalit has been central to Pocket FM’s journey from the very beginning. He has built our growth engine and scaled our business across markets.” He added that the company’s focus on nurturing internal talent makes Gangwar a natural choice to lead the next phase.
Gangwar said, “Pocket FM has always been driven by a simple belief that powerful stories can travel across borders and create meaningful impact.” He noted that the company will continue to focus on scaling markets, investing in AI-led storytelling and strengthening monetisation.
As COO, Gangwar is expected to bring greater operating discipline while building systems, talent and processes to support long-term growth.
With leadership continuity and a clear global focus, Pocket FM appears to be turning the page to its next chapter, one that aims to take its storytelling playbook well beyond home turf.
