Businesses that are reliant on advertising need a single source of the truth because the industry is dynamic
The ad-tech and RevOps SaaS startup Voiro is based in Bangalore offers media and content-driven businesses solutions for workflow automation and revenue analytics. For businesses that rely on advertising, Voiro creates innovative products that power workflow automation and revenue optimization. Their innovative SaaS-based product uses data to track ad inventory in real-time and provides customers with immediate access to useful intelligence. Mr. Anil Karat, Chief Architect, Voiro shares more insights on the same.
- How are your products and solutions assisting media/publishers and content-led organizations in increasing revenue?
Voiro is an omnichannel campaign and revenue management platform, one-of-its-kind in the Indian adtech space. Our product enables media and publisher businesses to run their operations more efficiently and effectively, resulting in significant cost savings and higher revenue.
To name just a few examples, Voiro’s CRM for ad sales teams delivers revenue-generating insights to these teams, our campaign management module alerts ad operations teams to take corrective action on campaigns that are off-track, helping them recover at-risk revenue. Our revenue reconciliation engine ensures that these businesses can bill their customers in real time, enabling them to bring money in quicker and easier than ever before.
Voiro is used by India’s leading OTT players and has a significant presence in the e-commerce and telecom sectors.
- What are the major pain points and gaps for publishers, platforms, and advertisers?
Advertising is a dynamic business, and organizations need a single source of truth for revenue to make strategic and informed decisions. Some of the bigger issues most publishers and platforms face are tracking inventory and campaigns across different ad servers, keeping a tab on over-delivery and unused impressions across channels, managing a complicated billing cycle, and tracking monthly revenue. Voiro gives publishers a singular view where they can plan and analyze the performance of campaigns and make necessary adjustments to ensure the maximum realisation of revenue. We ensure the decision-makers have accurate data available to them in real time to make better decisions and focus on growth.
- What are the global innovations in the ad tech sector, and how do you see India progressing in this domain?
Adtech is constantly evolving and faces constant challenges due to these changes, as well as because of the scale of running a digital ads business. For this reason, global adtech is a constantly innovating sector. Advertisers are always looking for higher and more measurable returns on their spends, requiring publishers to improve how they sell, deliver and report constantly. On the flip side, publishers are investing in technology to ensure they get every last bit of revenue from their inventory. And across both sides of the ecosystem, privacy concerns have become increasingly important, requiring publishers to pay close attention to their first-party data to make sure they can deliver the right audiences to their advertisers, thereby commanding premium prices.
All these problems hold true in India as well, but privacy most of all. Regulations governing privacy in India are still evolving but are expected to impact the industry significantly. Both publishers and advertisers will pay close attention to their first-party data in the coming years to ensure that they can target and monetise their audiences at an adequate level while keeping privacy at the center of everything they do.
India has constantly been on top of the game in streaming, and ad-serving tech, especially in live sports, as the scale we have is unparalleled. Tech made in India for hyper-targeted live midroll ads will definitely make it to global platforms soon.
- What are your thoughts on the impact of AI and machine learning in ad tech, and how will it lead to a shift in how platforms are used to drive digital ad ROI?
AI and machine learning are still relatively nascent technologies, especially in commercial-scale applications such as digital advertising. However, as these technologies evolve, we see them starting to solve some of the harder problems in the industry today. For example, helping publishers price their ad inventories at a more granular level, helping to identify and reduce fraud in digital advertising, and making allocation decisions, both on the seller and the buyer sides.
- How do you see ad tech evolving as a segment to meet changing market needs and conditions?
In the past five years, the ad tech space has grown significantly. Emerging digital economies will continue to be ad-led in monetising content while also making room for subscriptions for audience tiers with sufficient buying power. The growth of advertising in non-media sectors such as retail, telecom, gaming and super-apps will only continue. These are sectors that are looking to drive profitability, given the global economic environment. Advertising is well received as a high-margin source of revenue that does not disrupt user experience when done natively.
