Media technology company Komli Media has launched of Komli Labs, a center for research in advertising sciences. Srinivasan H Sengamedu (SHS) has been appointed as the Vice President and Head of Komli Analytics and Labs. SHS, former Director of Research at Yahoo Labs, is a world class researcher in the field of machine learning and data mining.

Komli Labs will be primarily focused on driving innovation in digital advertising through applied research and big data analytics, in the areas of real time bidding, audience measurement and targeting, ad verification and traffic quality management. This, in turn, will help create innovative solutions to deliver more relevant ads to users, maximizing value for all: users, advertisers and publishers. The Labs team will be deeply integrated with various teams at Komli, and complement product, engineering and business functions.

This initiative comes in line with the Komli’s goal of being a complete digital media advertising company in India. In December 2011, Komli Media had launched a real time bidding (RTB) enabled performance ad platform called ATOM. In May 2011, Komli Media had inked an exclusive partnership with US-based performance marketing company EfficientFrontier to launch search engine marketing services in India. In June 2011, Komli acquired Singapore-based Aktiv Digital and in July, the company had acquired Chennai-based ZestADZ.  In October 2011 Komli Media announced a strategic partnership with Jivox through which Komli Media will be the exclusive licensee of the Jivox Interactive Video platform in the Asia-Pacific region.

 “Komli Media is committed to bringing scientific and technological innovation to the digital advertising ecosystem for the benefit of our customers,” says Prashant Mehta, CEO, Komli Media, adding, “With SHS’s leadership, I am confident Komli Labs will help create huge differentiation for us.”

"There are three aspects to what we do:  developing best-in-class technology to power Komli products, creating long-standing IP, and authoring high-impact research papers. The Labs team is armed with deep technical knowledge and data expertise.  At the same time we are passionate about solving practical problems and fearless about being hands-on," says SHS.

“SHS is a top notch applied researcher who is driven by creation of economic value and real business impact. Under his leadership at Komli Labs, we are confident that Komli Media will fortify its position as an innovative media technology company,” says Satish Kadu, VP and Business Head – ATOM, Komli Media.

In January 2011, the company had raised $15 million from Norwest Venture Partners, Nexus Venture Partners and Helion Venture Partners. Komli Media raised $6 million in July 2010 from NVP, Helion Venture Partners and Draper Fisher Jurvetson. In April 2007, Komli had received an undisclosed amount of investment from DFJ and Helion.