In emerging markets worldwide, where mobile-first internet users are more common, mobile programmatic has become an interesting space for ad tech companies and advertisers alike. Vserv, a mobile ad exchange working exclusively in emerging markets, launched its mobile RTB platform in December 2013.
Dippak Khurana, the co-founder and CEO of Vserv, has been working in online advertising in India since 1996 and the mobile space since 2000, having worked at Yahoo India prior to starting Vserv in 2010.
"In 2010 the mobile internet adoption in these markets was still very low, but the app economy and app ecosystem had just about started to kick in," he told AdExchanger. "We rolled out our [app monetization platform] AppWrapper product, which resonated well with global app developers. And that allowed us to lay a very strong foundation across these markets."
Khurana spoke to AdExchanger about why Vserv decided to focus on emerging markets, the challenges it faces as a mobile ad exchange and the future he sees in mobile programmatic in these markets.