Advertisement and marketing functions have undergone a sea change in the last few years. With the explosive growth of the digital age, the advertising tech (adtech) sector has today moved beyond the practices of spray and pray to resonate with a large pool of target customers.

Today, even casual prospects expect meaningful communication with brands before committing. Modern consumers not only seek solutions to their needs but also look for alignment with their values.

While adtech often focuses on driving conversions through vast datasets, there has been a clear need for brands to adopt a more tailored approach, similar to that used by marketing technology (martech) firms, to better understand and connect with their audience on a personal level.

This need for a deeper engagement with customers has led to the rise of madtech — a fusion of martech and adtech functions. Under this new category, brands analyse macro and micro datasets to enable effective communications with consumers across digital touchpoints.

“It is no longer about reach. Consumers expect a continuity of experience when connecting with brands via numerous digital channels. It is important for advertisers to reach and cater to their target audience across all possible platforms,” said Tejas Rathod, the founder and COO Mobavenue, a madtech startup that currently operates in eight countries.

Founded in 2017, Mobavenue is an AI-powered programmatic advertising platform, which provides brands across the globe with tools to create more targeted, efficient marketing strategies. To do this, the company has developed its expertise in analysing consumer data and behaviour.

Mobavenue leverages the open internet to address the limitations of “walled gardens” in digital advertising. Walled gardens are closed ecosystems where platforms control the flow of information and campaign performance data.

Mobavenue breaches this limitation for modern advertisers, offering them better control, higher authority, and precise targeting via their advertisement campaigns.

Unlocking The Potential Of The Open Internet

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