MUMBAI: Sandeep Goyal’s Mogae Media has signed an MoU for a joint venture (JV) with Germany's Zeotap for programmatic advertising on smartphones.

The JV will bring to India the world's most trusted platform for enriched, profiled and targeted mobile advertising. The new company will see an equal participation by both Mogae and Zeotap. The final financial structures are currently being worked upon.

“Programmatic buying involves a paradigm shift in the approach to digital advertising from the entire ecosystem - brands, agencies, publishers, not forgetting the availability and capability of technology platforms (demand side platform, supply side platform, data management platform) to execute the true potential of programmatic. Programmatic is an ideal technique to move marketing from a fragmented campaign-by-campaign paradigm to an always-on paradigm covering the entire customer lifecycle. With Zeotap, we wish to do just that,” said Mogae Media chairman Sandeep Goyal.

“The new investment will be employed towards Zeotap’s international expansion as well as to substantially grow our global technology centre in Bangalore,” added Zeotap CEO Daniel Heer.

Zeotap co-founder and chief product officer (CPO) Projjol Banerjea said, “Zeotap’s platform makes some of the most comprehensive ad targeting capabilities available to the mobile advertising market. We work with publishers and supply-side platforms to optimize yield as well as advertisers and demand-side players to make ad buying more efficient. The company operates in Europe and Asia.”

The Mogae-Zeotap JV platform will be live by September. A larger rollout is planned over the next 6-19 months.