Snapdeal launches new version of ad platform

The new version of Snapdeal Ads will help sellers target customers based on their browsing behaviour, geo-location and purchase history


Last September, Snapdeal acquired Reduce Data, a US-based advertising platform that helps brands deliver advertising strategies for consumers, for an undisclosed amount. 

Photo: Bloomberg
Last September, Snapdeal acquired Reduce Data, a US-based advertising platform that helps brands deliver advertising strategies for consumers, for an undisclosed amount. Photo: Bloomberg

Bengaluru: Online marketplace Snapdeal, run by Jasper Infotech Pvt. Ltd, on Monday launched a new version of its advertising platform Snapdeal Ads, which aims to help sellers target shoppers on the site based on behavioural data collated by Snapdeal.

By boosting their advertising technology, e-commerce firms in India, including Snapdeal and Flipkart, are hoping to emulate Chinese e-commerce giant Alibaba, which generates over 55% of its sales from ads, according to data by iResearch Consulting Group.

Last September, Snapdeal acquired Reduce Data, a US-based advertising platform that helps brands deliver advertising strategies for consumers, for an undisclosed amount.

About 30,000 sellers on Snapdeal use its ad platform, said the firm in a statement.

“Snapdeal Ads will allow sellers to reach their customers in a more precise manner, help build targeted campaigns, measure impact and return on investment on a real-time basis. With this next-generation platform, we have addressed the marketing challenges faced by our sellers by providing a simplified advertising panel to fulfil their diverse business requirements,” said Tony Navin, senior vice-president, Partnerships and Strategic Initiatives.

Last November, Snapdeal launched the first version of Snapdeal Ads, which helped sellers use native advertisement formats for product commercials across its website, mobile site and app.

With the new version, it offers sellers the ability to target customers based on their browsing behaviour, geo-location and purchase history. Sellers will also be able to target specific customer groups with curated ad campaigns, and get real time analytics on their ad campaigns.

With this, Snapdeal competes not just with digital advertising behemoths like Google and Facebook, but with its biggest domestic rival Flipkart Ltd, which is currently generating nearly $1 million in monthly advertisement sales, making it one of the largest digital ads platforms in India less than a year after it launched its ads business, according to a Mint report in March.

Founded by Kunal Bahl along with Rohit Bansal in February 2010, Snapdeal.com today lists about 35 million products across 800 categories on its platform.

The company claims 300,000 sellers and delivers to about 6,000 cities and towns in India.

Snapdeal is backed by large investors such as Japan’s SoftBank Corp., BlackRock Inc., Temasek Holdings (Pvt.) Ltd, Foxconn Technology Co. Ltd, eBay Inc., Premji Invest, Intel Capital, Bessemer Venture Partners and Ratan Tata.

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