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Asia-Based Komli Media Launches ‘Remarketing DSP’

By Don Willmott

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amar-komliKomli Media, a digital media technology provider in the Asia-Pacific market, has launched a Remarketing Demand Side Platform (DSP) geared to enterprise clients. The goal is to help digital marketers convert site visitors into customers using custom tools that blend the advantages of both remarketing and DSP services into a single platform.

“DSPs have typically had a sort of one-size-fits-all feel,” said Amar Goel, Komli Media’s founder and newly appointed CEO. “They focus on inventory, control, and reporting, while remarketing does a good job with dynamic creative optimization, specialized models, segmentation, and customer behavior tracking. Our idea is to bring the two together in an innovative way that will put real power directly into the hands of advertisers.”

Goel is the brother of PubMatic CEO Rajeev Goel, and PubMatic’s chairman. The advantages of the Komli platform, he said, are its ease of use and flexibility, no matter how complex an advertiser’s remarketing needs are. “Advertisers don’t have to rely on a third-party system. It’s all out of the box and self-service. They can set it up and manage it themselves, creating their own templates, connecting to feeds with simple tags, setting up bidding models, and targeting audience segments.”

By building that kind of dynamic creative optimization into the system, adding advanced audience segmentation, optimizing performance through monitoring site visitors’ behaviors, and including sophisticated reporting tools, the Komli Media remarketing DSP “represents the first wave of what could be a wide variety of customized DSPs easily configured to meet the needs of specialized advertisers, whether they focus on display, mobile, or social,” Goel said.

In fact, social is Komli Media’s next big area of focus. “FBX is already live on our platform, but when we look at what’s happening with social, not only with Facebook and Twitter but also with lots of other social platforms, especially here in Asia, we think there are going to be a lot of interesting remarketing opportunities over time,” Goel said. As part of a recent management reorganization, Komli Media veteran Matt Sutton has been put in charge of the social effort, while Ashwin Puri is now heading Komli’s Remarketing DSP business, in addition to its mobile business.

“Marketing via social and remarketing will be the key pillars of growth,” Goel concluded. “Our continued investments in programmatic advertising across remarketing and social can power a new wave of innovation for marketers.”

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