The digital era has witnessed a rise in online advertising networks that claim accuracy and client centric approach in their advertising strategies. However, Mumbai based Ad Infinitum goes one step beyond and facilitates its clients with a platform that delivers ads to unique audiences with 93 percent accuracy. Established in 2011, Ad Infinitum’s unique servicing lies in helping brands, agencies, media buyers and performance marketers by offering them audience targeted advertising solutions on its technology platform developed by the in-house development and operations team. It helps clients automate their campaigns using built in fraud control and optimization tools.

For a new client with new requirements, the company, instead of wasting precious time and money, undertakes an initial trial of $50-$100 and tries to gauge the performance, based on which the parameters are adjusted and a full-scale campaign is launched. “We constantly scan and refine our inventory, monitor IP location database, filter bot traffic (for eCPM) and block domains. We ensure that our advertisers are getting quality traffic from their point of view, and the publishers are getting good eCPM from the publisher’s point of view,” states

Vijay Thakur, Co-Founder & Director, Ad Infinitum advertisers are getting quality traffic from their point of view, and the publishers are getting good eCPM from the publisher’s point of view,” states Vijay Thakur, Co-Founder & Director, Ad Infinitum.

Deploying Big Data and Hadoop technology, it offers services comprising of a pre curated traffic based on research while helping clients with media planning, creation and campaign monitoring

Blending Advertising & Technology

The Indian online advertising market is expanding but it still is limited to top end brands that are yet to adopt the optimised programmatic advertising model. Ad Infinitum seeks to address this gap by partnering with agencies that can provide access to these high end campaigns. Deploying Big Data and Hadoop technology, it offers services comprising of a pre curated traffic based on research while helping clients with media planning, creation and campaign monitoring. It can set up self-serviced white labelled portals for partners and clients, creating branding flexibility, while monitoring fill rates & eCPM (effective cost per mille) for the clients.

Media buyers are interested in ‘quality traffic’. With audience segmentation and yield optimization, Ad Infinitum

generates audience profiles for traffic that provides advertisers quality traffic and publishers higher eCPM. Developing optimized advertising campaigns can take up to several hours or days. However, unlike most ad networks, Ad Infinitum has incorporated ‘near real time reporting’ that provides reporting on campaigns in minutes, thus saving clients precious time in optimizing campaigns. Vijay explains, “We can stop, adjust and improve the performance so that clients are able to optimize in real time”.

Occasionally, clients require access to the right audience at a very short notice. Identifying the relevant audience and executing in a compact time frame is a complex task that the company tackles by tracking the end consumers and optimising the campaign. Analysing traffic for various campaigns is a complex task. Some require manual services while others require automated avenues. The company can analyse the traffic and take appropriate measures pertaining to a campaign by creating relevant rules and using its reporting tools.

Going Forward

Harbouring a modern outlook, self-funded Ad Infinitum disregards the conventional work place norms. Comprising of a virtual team with a global presence, it serves high end client campaigns like Coke, Cadbury, Samsung and many more on a global basis, and has campaign presence in South-East Asia, Europe, South Africa and the U.S. With its branch offices in New Jersey and Massachusetts, Ad Infinitum plans on expanding its base to Singapore and propagate its self-service branded interface in the near future.