With a view to simplifying digital advertising and creating a larger "ecosystem" connecting advertisers and publishers, Microsoft has announced the launch of its digital advertising platform in
The platform is called Microsoft Digital Advertising Solutions (MDAS).
It has already started work for
- social networking site Facebook,
- investment portal EquityMaster,
- HDFC Securities, and
- Bollywood Hungama
The overall digital advertising market in
is valued at nearly Rs 500 crore, and is growing at an annual rate of 60%. Its contribution to the total advertising market in
is just 1%, but Microsoft anticipates this contribution would go up to match the levels in developed countries like
where it contributes 12% to the total advertising market.
Microsoft also unveiled its mobile advertising initiatives. Mr. Jaspreet Bindra, India country manager, online services, Microsoft, said, "With around 200 million mobile phones, advertising solutions on mobiles will help expand the advertiser base."