Tyroo Technologies and Criteo Announce Preferred Ad Reseller Partnership to Drive Growth in India

Tyroo continues to build momentum powered by Criteo’s commerce media capabilities with the addition of this partnership

Tyroo Technologies, a leading ad tech company, and Criteo, the commerce media company, have joined forces in a preferred ad reseller partnership to fuel the growth of Criteo’s advertising solutions in India. The unique collaboration in India, effective from January 2024, provides Criteo’s commerce media platform offerings to Tyroo, further helping advertisers in the country with Criteo’s advanced advertising solutions specifically built to enable businesses looking to reach their commerce goals.

“This partnership allows a broader range of advertisers in India to leverage Tyroo’s local market expertise alongside Criteo’s renowned AI technology and large-scale commerce data,” said Julian Timmerman, Director, Global Services Partnerships, Criteo. “As we head into 2024, we look forward to collaborating with Tyroo to further equip advertisers in India with our solutions to reach commerce outcomes they desire.” Criteo is the leader in commerce media and shepherds the buying and selling of advertising with the suite of solutions that enables a full-funnel and omnichannel approach. Tyroo will expand and aid the base of brands leveraging Criteo’s commerce media platform in India by enhancing the platform experience and client success management.

Akshay Mathur, CRO of Tyroo Technologies, stated, “Our partnership with Criteo marks a strategic move to offer our advertisers in India access to their world-class commerce media platform, strengthening our commitment to providing unparalleled commerce offerings in the region. The commerce media opportunity in India is poised to be substantial.”

This strategic partnership exclusively targets India, solidifying Criteo’s presence to a greater extent in this dynamic and rapidly expanding market. It will also further consolidate Tyroo’s specialised commerce offerings to its existing and potential network of brands and agencies, providing an improved platform experience and measurable ROI for advertisers in India.

Source link:  Tyroo Technologies and Criteo Announce Preferred Ad Reseller Partnership to Drive Growth in India

CJ & TYROO TECHNOLOGIES IN SYNERGY

Leading APAC-based ad tech platform, Tyroo Technologies and global performance marketing company, CJ recently announced a multi-year global expansion partnership in the Asia-Pacific (APAC) region. With this partnership, advertisers and supply partners in APAC gain access to an enhanced advertising platform called Tyroo | CJ with a monthly reach of over 1 billion shoppers and 14+ billion shopping interactions annually.

The business will be headquartered in Singapore and India, and launched with expert teams in many locations across Asia.

Speaking at CJ’s annual CJU client event on September 12, 2023, in Santa Barbara, where the partnership was first unveiled, Mayuresh Kshetramade, CEO of CJ said that the “Tyroo | CJ partnership marks a turning point for advertisers, agencies, publishers, and the 4.7 billion consumers across the region, providing an integrated solution to unlock the full scope and scale of commerce across Asia.”

“With this alliance, we will aid advertisers in building performance-centric programmes with a tech-first approach by leveraging CJ’s technology and methodology in concert with our legacy and deep knowledge of Asia,” added Siddharth Puri, CEO of Tyroo Technologies.

IMPACT caught up with the two to understand the partnership and the business.

Q] Before we talk about the partnership, could you please tell us more about Tyroo and CJ so that we can better understand the motivation behind their coming together?
Mayuresh: As one of the largest affiliate or partnership-based performance marketing platforms, CJ is trusted by some of the world’s biggest brands – be it the largest global fashion clients, the world’s best-known tech platforms, telecom giants, financial services businesses, and others – to provide them with a healthy portfolio of publishers and a global audience that can allow them to drive profitable growth. We have the tracking and attribution methodology that is trusted to perform in every situation. Our value-driven data and analytics cater to the needs of marketers who are continuously looking to diversify their investment mix. For the right reasons, they want to avoid the massive concentration that is happening in the industry right now.

Siddharth: As a platform company, there are two communities we serve. On one end, we have Digital media publishers looking at more opportunities from a revenue and monetization standpoint. On the other hand, there are brands or advertisers with various business needs. As we build an ad tech platform for growth, fundamentally, we want to serve these two communities to be successful. We believe CJ will add immense value to the ecosystem.

Q] Where does this collaboration fit in the overall scheme of things for you?
Siddharth: From a market standpoint, we are trying to be the largest APAC market entry partner for global businesses. This explains our motive behind partnering with CJ. They are undoubtedly the leaders in their space, but the other and most important reason for us is to be present where the growth and momentum is. There are so many new media opportunities being created every day, and Asia is at the pinnacle of where this tech innovation is happening.

We look up to CJ for its core strength in technology. CJ also has a huge scale as well as strong relationships with advertisers and publishers in their core markets of the US and Europe. We want to extend such opportunities for them to monetize across Asia. So, that’s where the synergy for this partnership is.

Q] What has forced CJ to focus on APAC, and subsequently, Tyroo?
Mayuresh: For CJ, it’s about figuring out the most accelerated means to drive our APAC expansion, especially in markets like Southeast Asia, India, and China, where we have the technology that is best-in-class but not the expertise of the market itself – an understanding of the client base, their needs, what is the best way to grow the talent and drive growth. When you work with partners like Tyroo, who have a great track record of doing this for brands, it really makes the decision to partner much easier.

So, this was extremely straightforward for us. You cannot ignore APAC as a market for growth, and more importantly, you cannot do it as a hobby. Doing it well requires collaborating with people who have done it for other brands in India.

Q] Talking of APAC, could you tell us more about it as a Digital advertising market, compared to other global ones? What are the big opportunities, nuances and challenges here?
Mayuresh: Let us omit the mature markets such as Japan and South Korea here because when it comes to e-commerce and Digital advertising, they are very much like Europe and the U.S. in terms of growth rates, etc. But talking of China, India, and Southeast Asia, there are a couple of forces coming together. First, you have a significantly growing democratization of consumer propositions and plans where these markets, in their own way, are moving away from monopolistic grids to massive liberalization across all categories. This will lead to massive growth and opportunities, not only on the brand and publisher side but also on the consumption side. Second, there is a definite movement towards e-commerce, fuelled by high-performing marketplaces like Temu and Baidu in China, Amazon and Flipkart in India, and Lazada and Shopee in other markets. The third significant aspect is that a lot of brands selling their goods and propositions on these marketplaces are now wanting to have direct consumer relationships. This is already happening in the US, Europe, and Japan in a big way. So, with all these factors combined, I think we are at the right time in APAC.

Q] Are the direct channels a significant trend/movement in India yet?
Siddharth: As both an operator and an investor in this space who has access to a lot of real-time data, I will give you a fun fact – today in India, our estimate is that there’s around $6 Bn. of GMV happening on brands.com. These could be very small fashion retailers like a boutique that has set up SKUs on a Shopify store or a big brand like a mobile phone company. India is a market of numbers and volumes. Because we’re talking about a hundred or two hundred billion dollars in e-commerce GMV, 6 Bn. seems small. However, just 3-4 years back, large e-commerce brands were doing the same kind of numbers in India, if we leave out the GMV dominated by the top four or five mobile phone manufacturers. Speaking of the CAGR at which this $6 Bn D2C market is growing, our estimate is that it will double in under two years. So, that’s the kind of momentum we are witnessing. It’s not something which will happen in the future. It’s happening already.

Q] How many of these are mid-sized businesses?
Siddharth: When you look at the mid-market, we are tracking approximately 5000 to 15,000 sellers who are contributing to that GMV just on their brand.com. Not all of these people are visible to us because they aren’t funded, but they are running profitable businesses. These are people in cities like Jaipur, Surat, and Chennai who are solving first-world problems and building for Bharat. The mid-market is just opening up.

Q] How does Tyroo-CJ intend to help them and the bigger players in APAC? What are the localised or exclusive solutions that you plan to bring to the ecosystem here?
Mayuresh: From CJ’s perspective, our offerings transcend all markets, and we have been delivering for our global clients in India and the region. We know what works here, but now with Tyroo in the mix, we want to deploy it with a lot more rigor so that we can tap into the opportunity that Siddharth was talking about. We do understand the unique needs and opportunities of this market. Unlike more established markets, it is massively mobile-skewed from the publisher, consumer, and advertising standpoint. We have to make sure that we address that uniqueness. The other thing we are excited about is the movement from marketplaces to D2C. So, all in all, it may not be a unique offering, but really fine-tuned or adapted for the unique needs of Asia.

Siddharth: Over more than a decade of building this business, in the last 5-6 years, I have come to realise that the ecosystem is broken. Advertisers categorise performance marketing in two distinct buckets – biddable media and everything else. They seem to have lost sight of the basics – the two capabilities that a brand must have. One is to go out and sell their product or value proposition, engage with the publisher, look at the environment and customize their offering accordingly, just the way it would work in offline retail. You have to negotiate a relationship with the person who’s opening up that real estate for you so that you’re able to get a profitable customer and he also gets to make his share of revenue.

The second thing is that investment in technology and data sciences has dwindled. People have forgotten the value of investing in deep tech that can enable them to look at the consumer journey at every touchpoint closely, as opposed to what is simply being reported by the attribution software of whatever platform they might be using. These are the two important problem statements that excite me and with this collaboration, I want to be able to deliver profitable growth for each and every business with the right set of advertising opportunities.

I would also like to add that apart from advertisers and publishers, agencies also play a crucial role in the larger ecosystem in Asia. CJ has globally been invested in working with several independent agencies, benefiting them and their customers significantly. That’s something I definitely want to learn and apply on our side of the world so that we are able to give more power to the agencies in the system as well.

Mayuresh: I believe that as the partnership grows, it’s actually going to have an incredibly positive effect on the industry in all markets in terms of elevating what is either underutilised or misunderstood. That’s the most exciting part for me.

Source link: CJ & TYROO TECHNOLOGIES IN SYNERGY

Tyroo & CJ Announce Partnership to Launch Performance Marketing Platform for APAC

Leading ad tech platforms partner to offer international tech capabilities with localized solutions for advertisers and supply partners.

Tyroo Technologies and CJ Global announced a multi-year global expansion partnership in the Asia-Pacific (APAC) region. This strategic alliance marks a significant leap for performance marketing in the region, offering CJ and Tyroo customers access to international tech capabilities with localized solutions. With the combined forces of Tyroo Technologies and CJ, clients gain access to inventory from outcome-centric publishers worldwide.

First unveiled at CJ’s annual CJU client event on September 12, 2023 in Santa Barbara, California (PT), Mayuresh Kshetramade, CEO of CJ, and Siddharth Puri, CEO of Tyroo Technologies, provided their shared vision for the partnership and the future of the Tyroo | CJ performance marketing platform. 

Siddharth Puri, CEO of Tyroo Technologies, expressed his enthusiasm, stating:

“This partnership is driven by our organizational mission of empowering brands in APAC to scale. APAC is at the cusp of becoming the largest digital advertising market, and yet we find a lot of brands struggling to build outcome-based profitable growth channels due to the lack of unified tech and tools to leverage quality publishers. Globally, we found that in over 15% of brand media plans, tech has been deployed to solve for profitable growth via media partnerships. With this alliance, we will aid advertisers in building performance-centric programs with a tech-first approach by leveraging CJ’s technology and methodology in concert with our legacy and deep knowledge of Asia.”

Mayur Kshetramade, CEO of CJ, shared:

“Tyroo | CJ is a partnership of trusted market leaders united in a commitment to transform every aspect of performance and partnership marketing across Asia. This unprecedented strategic and commercial collaboration marks a turning point for advertisers, agencies, publishers, and the 4.7 billion consumers across the region. In so many Asian nations, incredible opportunities have emerged in affiliate, influencer marketing, lead generation, shopper marketing, conversion optimization, and a host of next-gen channels. From this day forward, there’s an integrated solution to unlock the full scope and scale of commerce across Asia.”

With this partnership, advertisers and supply partners in APAC gain access to an enhanced advertising platform called “Tyroo | CJ” with a monthly reach of over 1 billion shoppers and 14+ billion shopping interactions annually. Tyroo | CJ capabilities include universal shopper event tracking, integrations with top e-commerce platforms, end-to-end program management and optimisation toolsets, and actionable insights and data analytics capabilities including incrementality measurement.

Embracing a ‘next-gen’ ethos, Tyroo | CJ will streamline local finance processes, offer localized optimization solutions, and ensure a smooth and efficient experience for advertisers and publishers seeking to amplify their reach and impact on a global scale.  The alliance will synergize the renowned and complementary strengths of CJ and Tyroo. The business will leverage CJ’s industry-leading technology and partnership network, as well as its performance marketing experts, workflows, processes, and operations. Tyroo’s market experience and depth of infrastructure and relationships will drive accelerated customer acquisition and growth across the region.

The formation of Tyroo | CJ creates the most expansive partnerships-based performance marketing network in APAC, reshaping advertising in the region by offering advertisers, agencies, publishers, and marketers unparalleled reach and effectiveness.  The business will be headquartered in Singapore and India and launched with expert teams in many locations across Asia.

About Tyroo

Tyroo is a leading APAC-based ad tech platform powering brand growth across Asia Pacific. They help brands scale business by building depth across advertising channels, formats, audiences, and data with our no-code, low-code solutions. Tyroo’s data-driven and partner-focused solutions have helped brands and global media businesses to enter and scale in markets across APAC. Headquartered in Singapore, Tyroo has regional offices throughout the Asia Pacific region. 

About CJ

Founded in Santa Barbara, California, in 1998, CJ (formerly Commission Junction) continues to lead the industry as the largest, most established name in global performance marketing specializing in partnership-based / affiliate marketing technology, platform, and services. We’re the platform of choice for driving profitable growth for over 3,800 global brands across all verticals, including retail, travel, finance, and network & home services—our technology powers a partnership ecosystem where over 167K publishers and brands engage billions of consumers worldwide. We leverage unparalleled data, technology, and strategic expertise to bring a truly customer-centric approach to performance marketing. In an industry with much-uncharted territory, trust a steady hand.

Read More: Tyroo & CJ Announce Partnership to Launch Performance Marketing Platform for APAC

Pinterest and Tyroo Partner to enable advertisers to reach global audiences on Pinterest

Tyroo, a leading ad tech company based in Asia, and Pinterest, the visual inspiration platform, announce a global partnership to enable advertisers to reach audiences on Pinterest. Starting in July, Tyroo will offer advertisers in countries that Pinterest is not currently serving ads with the opportunity to place ads on the platform in countries around the world that Pinterest does serve ads.

Through this partnership, brands based in Asia can seamlessly advertise to Pinterest users in North America, EMEA, LatAm and APAC. The partnership will benefit brands and agencies by enabling them to receive dedicated account management, verticalised best practices and education, and finance management as well as streamlined processes facilitated by the Tyroo platform.

More than 460 million people come to Pinterest each month to discover products and services for their wardrobe, for their new home, for their next holiday and much more. Advertisers want to be discovered during these planning moments and there is a natural alignment with users who are actually seeking brands to inspire their next purchase. On Pinterest, advertisers can reach the consumers they care about and drive them from discovery to decision to do – all in a more positive place online.

“Pinterest uniquely connects advertisers with consumers across the funnel who come to the platform with intent and when they’re most open to discovering brands. We’re excited to partner with Tyroo to empower advertisers in countries where we’re not serving ads to reach the highly engaged audience on Pinterest in countries where we do. We will ultimately have the opportunity to deliver more compelling brand content for our users to take action on,” said Bill Watkins, Chief Revenue Officer, Pinterest

Siddharth Puri, CEO, Tyroo Technologies, highlighted the commerce-based advertising capabilities of Tyroo, adding, “With Tyroo’s specialised arm for commerce-based advertising, our partnership with Pinterest will benefit leading brands,across a range of consumer categories, and agencies. Pinterest is a unique platform where the audience comes with high commercial intent – ads on Pinterest are not only useful, they’re additive to the user’s experience. Through this partnership, we will continue to strengthen our mission to enable brands and agencies in APAC to become successful and scale through world class advertising solutions, technology innovations and other value added support. We’re looking forward to helping our existing and potential network of brands and agencies build and scale their reach on Pinterest.”

About Tyroo

Tyroo is a leading APAC based ad tech platform powering brand growth across Asia Pacific. They help brands scale business by building depth across advertising channels, formats, audience and data with our no-code, low-code solutions. Tyroo’s data-driven and partner-focused solutions have helped organisations drive impact across regions. They have empowered brands to enter and scale in emerging markets. Headquartered in Singapore, Tyroo has regional offices throughout the Asia Pacific region.

About Pinterest

Pinterest is the visual inspiration platform people around the world use to shop products personalized to their taste, find ideas to do offline and discover the most inspiring creators. People have saved more than 390 billion Pins across a range of interests from building a home office to cooking a new recipe and planning a vacation. Headquartered in San Francisco, Pinterest launched in 2010 and has more than 460 million monthly active users worldwide. Available on iOS and Android, and at pinterest.com.

Read More: Pinterest and Tyroo Partner to Enable Advertisers to Reach Global Audiences on Pinterest

LG Ad Solutions and Tyroo sign exclusive agreement to market CTV advertising solutions in SEA

The CTV solutions are available on more than four million LG Smart TVs.

LG Ad Solutions and Tyroo have joined hands to offer Connected TV (CTV) advertising solutions in Singapore and other markets in Southeast Asia, including Indonesia, Malaysia, and the Philippines.

The partnership establishes exclusive reseller agreements for CTV native ad formats in the abovementioned markets.

“One unique aspect of this partnership is the ability to provide these ad units on both a Managed and Programmatic basis. This flexibility meets the needs of advertisers in the region who want to benefit from CTV advertising both through dedicated support from experienced advertising professionals, and programmatically using advanced algorithms to optimise campaigns automatically,” LG Ad Solutions said.

“We are committed to making CTV a mainstay for brands and this partnership will further bolster our platform’s dominance in the CTV advertising space. LG Ad Solutions premium inventory across millions of LG smart TVs with unparalleled targeting, precision measurement capabilities, and personalised ad experience for viewers, will be an undoubted game-changer for our clients,” Tyroo CEO Siddharth Puri said.

“The ability to offer these ad units on both a managed service and programmatic basis is also a huge advantage for our clients, and combined with our on-ground expertise, brands will succeed in capturing unique audiences and drive impactful message,” Puri added.

The CTV solutions are available in more than four million LG Smart TVs in Singapore, Indonesia, Malaysia, the Philippines, and Thailand.

Read More – LG Ad Solutions, Tyroo ink deal to market CTV ad solutions in SG, other SEA markets