BWI: Adfederal Media Merges Operations with Lyxel Digital

Press release from Business Wire India
Source: Lyxel Digital
Tuesday, June 04, 2013 01:13 PM IST (07:43 AM GMT)
Editors: General: Consumer interest, Entertainment, People; Business: Accounting & management consultancy services, Advertising, PR & marketing, Business services, Financial Analyst, Information technology, Media & entertainment; Technology
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Adfederal Media Merges Operations with Lyxel Digital
Consolidation in the digital ad network space

Gurgaon, Haryana, India, Tuesday, June 04, 2013 -- (Business Wire India) -- AdFederal, a leading digital ad network, founded in 2010, that focuses on behavioural analytics based digital advertising, today announced that it has entered into a definitive agreement to merge its operations with Lyxel Digital for an undisclosed amount. Lyxel Digital, a Gurgaon-based proprietary digital advertising start-up with seed funding from Dynamis Partners is helping brands reach out to Premium audience on internet.

Dev Batra will lead the entity as Chief Evangelist while Nishith Srivastava, Founder and CEO, AdFederal Media will continue to work with Lyxel as Chief Technology Officer, to drive the Data management platform and strengthening in-house ad serving capabilities and operations.

"Lyxel has carved a niche for itself in a very short space of time and this merger will help us gain significant capabilities in behavioural data analytics and running targeted display ads for our clients in future", said Dev Batra, Founder and Chief Evangelist, Lyxel Digital. "Given our differentiated marketing strategy and premium clients, this merger will help us achieve scale faster and deliver superior solutions."

Commenting on the development, Nishith Srivastava, Founder and CEO, AdFederal said "AdFederal has delivered digital advertising solutions to more than 100 clients and 10 major agencies in the last three years of its existence. We believe Lyxel is the perfect partner to develop and execute our ambitious plans of setting up a state-of-the-art, analytics based Data Management Platform. The vast campaign execution experience of more than 100 million spends and close relationship with more than 500 publishers gives us a clear edge over competition."

"We are delighted at this early opportunity to combine the complementary leadership of Dev Batra and Nishith Srivastava. Digital advertising and marketing in India is still a huge white space. Lyxel and AdFederal have a unique opportunity to create a proprietary differentiated platform which will enable client companies and brands to target and personalise their online campaigns", said Nitin Gupta of Dynamis Mentors.

AdFederal will now operate under Lyxel brand name and the entity will focus on developing proprietary algorithms to provide targeted digital solutions for its clients in India, Middle East, Asia Pacific and Africa and with its presence across several international Demand Side Platforms (DSPs). Lyxel can help clients buy digital inventory across the globe - including some of the largest social media, new publishing and travel portals world-wide.

The combined entity is currently looking at raising series A funding for its data management platform and expanding its sales team across South East Asia.

About Lyxel Digital

Lyxel Digital is India's premier proprietary digital ad network helping companies dealing in premium / luxury products harness the power of the Internet to reach out to a niche audience of decision makers, affluent working professionals, opinion leaders and high net-worth individuals. It works with a select array of digital publishers, international ad networks and ad-exchanges to help deliver targeted ad-campaigns using our proprietary tools for behavioural and contextual tracking. Lyxel Digital was founded by Dev Batra (IIM Lucknow, NIT Surat, Serial Entrepreneur), Mohit Vats (JIMS, Delhi University) and Dynamis Mentors - a new-age mentoring firm run by Nitin Gupta (IIM A, ex-CEO MasterCard, ex-President Rediff.com) and Anshul Singhal (MDI Gurgaon, CBS Delhi, ex-Deloitte).In a very short time, Lyxel has added several marquee clients in premium space. For more information about Lyxel Digital, visit www.lyxeldigital.com.

About AdFederal Media

AdFederal Media is a multi-geography ad network with a clear focus on behavioural analytics based digital advertising in global emerging markets. The platform agnostic widgets and video exchange offerings quickly got widely accepted by the blue-chip clients and big agencies. The network has reach of 60 million unique users in India and currently delivering 500 million monthly impressions globally. Pepsi, HP, Samsung, Dominos, Lufthansa, Dell, Airtel, TATA Docomo, CISCO, NEC are some of our regular advertisers. The current team strength is 30 based out of offices at Delhi, Mumbai and Bangalore. www.adfederal.com.



CONTACT DETAILS
Dev Batra, Chief Evangelist, Lyxel Digital, dev.batra@lyxeldigital.com
Nishith Srivastava, Chief Technology Officer, Lyxel Digital, Nishith@lyxeldigital.com

KEYWORDS
CONSUMER, ENTERTAINMENT, PEOPLE, CONSULTANCY SERVICES, MARKETING, BUSINESS SERVICES, Financial Analyst, IT, MEDIA, TECHNOLOGY

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