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Earmarking $5 million (around ₹34 crore) investment in the first year of operations, RTB House, that caters to retargeting technology for online advertisers, has opened a new research division called AI Marketing Lab. The lab will research and develop marketing and technology (Mar-Tech) solutions for both publishers and advertisers. The new lab is to remain separate from the R&D department and focus on inventing and developing new Mar-Tech solutions across digital advertising formats, including programmatic ads. RTB House has developed its own technology for purchasing advertisements in the real-time bidding model, a solution in which buyers participate in real-time advertising space auctions.
According to a report on digital advertising by Dentsu Aegis Network, the Indian digital advertising industry is currently pegged at around ₹8,202 crore and is expected to grow at 32 per cent CAGR to reach ₹18,986 crore by 2020. Increasing penetration of digital media by the Indian audience is set to play a key role for advertisers to reach out to untapped audiences.
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