One of our predictions for the year was ad networks beginning to park space on publisher platforms, its already happened with MSN and now Komli has signed on exclusively with eBay (NSDQ: EBAY) India for a 1 year deal. eBay India launched banner advertising in Nov 2007 and claims a ‘community’ of 2 million and 2.5 million unique visitors per month. Discounting the brand value, how does Komli expect eBay India to add value to its publisher network? I put forth this question to Komli’s Business Head, Akshay Garg, who stated that Komli wasn’t looking at publishers in the generic sense of media/content firms, Komli will be looking to drive eBay India inventory as an advertising platform that delivers audiences with a high disposable income and propensity to buy online. Interesting difference between traditional web content providers where an ad network is going after the audience rather than the positioning (hard news/ entertainment/ astrology) of the medium.
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