For the uninitiated, programmatic buying is the process of executing media buys through digital technology platforms like ad exchanges, agency trading desks, and demand-side platforms (DSPs) or supply-side platforms (SSPs) rather than through manual request for proposals (RFPs), negotiation and buying.
Oplifi will use the money to strengthen its presence in India, according to a report by ETTech.
The startup is focused on bringing the advances in digital paid media technology, services and platforms to businesses of all sizes. It claims to make it simpler and easier for companies to connect to the right audiences.
Brands can use its solutions to scale their business by driving more traffic to their website. The startup offers solutions that are customised and personalised for each brand. It engages potential audiences across every screen and device. Additionally, it regularly analyses audience and media insights to learn what’s working and take immediate action to improve the strategies of each brand.
In addition to Singapore and India, Oplifi is also operational in Indonesia.
“We help clients amplify their creatives on digital media using programmatic platforms. There is a shift in the media industry and media planning and buying is shifting from a manual to a platform and machine-led process. India is an important market for us, which offers a lot of room to grow,” said Gautam Dutt, Co-founder of Oplifi.
Rainmaker Ventures (part of tech and digital media investment banking firm The Rainmaker Group) is a US$50 million early-stage fund, which invests between US$500,000 and US$3 million each in startups. Rainmaker mainly targets mobile-based startups in the healthcare, education and FMCG verticals.
Last year, Rainmaker invested US$1 million in Mumbai-based Raftaar Technologies that operates bus aggregator Limo.
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