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Affle claims Ripple is first integrated ad network for smart screens
New Delhi: Ripple, a rich media and video advertising network, was launched by international digital media company Affle here to cater especially to smart devices include personal computers, mobiles, tablets, and smart television.
With the growing convergence of connected devices, Affle Group Founder and Chairman Anuj Khanna Sohum told indiantelevision.com that Ripple is an integrated ad network which offers cutting edge advertising solutions across all smart screens.
Ripple is backed by some solid technology innovations built by Affle which enable it to deliver advertising contextual to the kind of video content being consumed thus making it significantly more engaging for users and valuable for advertisers and publishers.
He said the aim of the device is to give advertising which is ‘not intrusive and blends with the content‘. Explaining this, he said that only advertisements linked to the content would be shown when a particular content was being seen. Keywords would be captured in key moments and thus enhance the content. ‘Thus the advertisement would be according to what the viewer is watching at a particular time.‘
Asked how he was publicizing the new technology, he said this would be done through world of mouth and personal outreach rather than advertising.
Earlier during the press meet to announce the launch of the new device, he said: “Three major consumer and technology trends are leading the digital revolution in developing markets – increased consumption of video and rich media over internet, greater penetration of mobile internet on smart devices, cheaper and faster access to connected wireless networks. Ripple is designed to leverage these significant trends with the aim to accelerate the digital revolution globally. Given our successful history and extensive experience, we have a comprehensive understanding of the needs of the consumers, publishers and advertisers. Our innovation on the Ripple platform enhances the consumer experience and engagement with rich media and that we believe will add significant value to all key stakeholders in the digital media ecosystem.”
Ripple differentiates itself significantly from other ad networks by having an integrated platform for delivering intelligent advertising across all smart screens and through its array of innovations which make advertising more contextual and richer in experience.
A recent consumer research commissioned by Affle and conducted by IMRB revealed that online video advertising is almost three times more likely to get users to search for the product against regular TV advertising and is 2.7 times more effective for enhancing purchase consideration compared to TV advertising.
Commenting on the Ripple platform and partner traction, Co-founder and CEO Anuj Kumar said “We strongly believe that effective advertising is one which is engaging and relevant for consumers. Over the last one year we have been doing a lot of product level R&D and user research to create the Ripple platform such that advertising delivered through it will reach the most relevant consumer, on the most premium content and at the most relevant context across all smart screens. I am extremely happy that a lot of those efforts have made us build a solid product which has already attracted top partners like Samsung, P&G, Star, Business Standard, Dainik Bhaskar, Beoscope, Bolanews, Sambawa and many more across key Asian markets.”
Speaking about some key technology innovations on Ripple, Charles Yong, Chief Technology Officer (CTO), Affle, said, “We have built some exciting innovations in Ripple like our new ad engagement unit ‘Storm‘ which utilises image search, voice recognition, face detection like technologies to identify the most relevant context in the content, to help deliver the most meaningful advertising. Our tests on some of these innovations have been hugely successful and we have observed significant increases in user engagement levels through such formats versus the regular digital advertising formats. I am confident that once commercially available these would get a lot more advertisers and publishers to work with us. We are also working on a lot of other next generation innovations currently, as we strongly believe that a solid technology backbone for Ripple could help us significantly enhance digital advertising effectiveness and the overall market size.”
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
