Reliance Entertainment plans to launch an online ad network Kyphy

by Satrajit Sen

Reliance Big Entertainment, a part of Reliance ADAG (Anil Dhirubhai Ambani Group), is preparing to launch Kyphy , an online advertising network for advertisers and publishers in India. Reliance Entertainment already runs a number of portals including Zapak.com (gaming), Bigflix.com (movie rental and download) and BigAdda.com (social network). The new venture will be headed by Sudipto Majumdar, former CTO of Zapak.

“We currently have a team of nine experienced techies who are working on the project and we are in the lookout of a few more. We are planning to launch it by the first week of April 2009,” Sudipto Majumdar has told AlooTechie.

According to Majumdar, Kyphy will primarily be an ad network and will function as a platform for automated exchange of ads between advertisers and publishers. “The platform is basically meant for smaller brands where they can get access to bigger publishers and also for smaller publishers who want bigger brands on their homepage. However, we also can't ignore the present biggies and will try to provide the best value to them which they have not got yet,” he has said.

Responding to the question how Kyphy will be different from other ad networks, Sudipto Majumdar said, “Most of the Indian ad networks are manual and do not have their customised technology. Moreover, most of the existing ad networks function with people who are primarily from the sales background and do not have any online experience. We have experienced techies on board and are developing our own technology.”

Currently, Kyphy is in talks with a few publishers and advertisers though nothing has been finalised as yet. According to Sudipto Majumdar, Kyphy might also venture in the mobile advertising space. “It is too early for us to commit anything but we are open to any sort of communication that can be done digitally,” said Majumdar.

[via MediaNama ]