Micromax announces exclusive data partnership with Affle for audience intelligence & ad monetization

6th June, 2017, New Delhi: Accelerating its journey towards creating a holistic ecosystem, Micromax Informatics, world’s 10 th largest mobile brand entered into an exclusive data partnership with Affle to help deliver superior audience intelligence and blended native advertising solutions to over 60Mn users in India.

As part of this partnership, Affle would leverage its Data Management Platform (mTraction) & ad optimization platform (MAAS) to deliver data driven content & ad experiences to Micromax users. This partnership would thus help Micromax deliver a much greater user experience backed by robust analytics & insights. It will also create a very unique proposition for marketers to generate higher ROI from these targeted advertising opportunities blended within the native handset experience.

Commenting on this partnership Shubhodip Pal, CMCO Micromax said “These are exciting times for the smartphone industry and we see our role evolving from being a handset player to delivering relevant and personalized experiences to our users. We are thus very excited to announce this partnership with Affle as it helps us to maximize returns from a new and growing revenue stream while enhancing the experience for our users.”

Announcing this partnership, Anuj Kumar, Co-founder & MD Affle said “We are very happy to have Micromax join in as a marquee partner for our DMP & native ads platform. We strongly believe that the next phase of digital advertising growth would be driven by making content & advertising more engaging backed by robust audience analytics. We are already seeing a lot of excitement amongst top marketers and publishers for our Micromax related platform offerings and expect that to grow significantly over time.”

Backed by the 60Mn and growing user base of Micromax and Affle’s platform strengths of delivering engaging, targeted & native advertising, this partnership would help create one the highest impact propositions available for marketers for digital outreach in India. With the twin strengths of rich user insights based targeting and blended experience, this opportunity is expected to deliver very well to the objectives of scale, relevance and effectiveness for top digital marketers.

About Micromax Informatics Ltd:

Micromax Informatics Limited is the 10th largest mobile brand in the world (Counterpoint Research) and one of the leading consumer electronics company. Over the past decade, Micromax has pioneered the democratization of technology for masses by offering affordable innovations through their products and removing barriers for large scale adoption of advanced technologies. The brand embraces innovative product portfolio ranging from feature rich, dual – SIM phones, 4G Android smartphones, tablets, Smart televisions, Air Conditioners and Laptops. With successful operations across India, Russia and other SAARC markets, Micromax sells more than 3 million Mobility Devices every month.

About Affle:

Affle is a Singapore headquartered ‘Mobile Audience Intelligence and Analytics’ platform company. Affle delivers end-to- end mobile commerce & marketing solutions with greater ROI and transparency for marketers, app developers and publishers through unique intent insights derived from behavioural signals, attribution and transaction data. Having started in 2006, Affle has been a pioneer in the field of mobile technology and has built significant scale and intelligence backed by its robust profile data and insights about millions of users.

Affle’s investors include Microsoft, D2C (An NTT DoCoMo subsidiary), Itochu, Bennett Coleman & Company Ltd. (BCCL), Centurion Private Equity amongst others

For more information visit www.affle.com

For more information please contact:


Sheetal Singh