Times Internet has launched its latest offering called Times AdCenter, a platform which will offer brands a unified ad buying experience across devices and ad formats including rich media, video, native, mobile etc.

Times AdCenter's core platform is an adstack that programmatically connects various external components including ad server, billing backend, data management platform, analytics, RTBs for reports etc.

The adstack includes:

• - Expresso- internal sales and billing automation framework layered over dynamic pricing. 

• - Columbia- campaign optimization engine which relies heavily on audience, dynamic creative, machine learning, retargeting and extension.

This platform will see Times group exclusively selling its audience targeting of around 59 million unique visitors per month.

AdCenter offers audience identifying tools which will let brands choose their audience based on relevance for the brand. Advertisers can choose their audience from over 600 audience buckets made by Times or even choose to create their own. Currently Times AdCenter is working with 6 brands on a pilot basis.

Talking about the response received by one of the brands AdCenter is working with, Swapnil Shrivastav, Vice President, Ad Technology, said, “KFC is one of the brands we are working with on a pilot basis. The campaign for KFC saw a jump of 100 per cent in click through rates.”

AdCenter also offers its users real time analytics there by allowing users to keep a tab on the response to the campaign and allows retargeting audience for better ROI.

Talking about real time analytics, Swapnil said, “Real time analytics offer greater transparency to our users. These analytics let the brands see how their campaign is doing and in case of an unfavourable response they can make the necessary changes like reviewing the audience basket then and there. This ensures a higher ROI.”

Earlier this month, Times Group announced the extension of Alive, an augmented reality initiative, with launch of self-service AR platform, Alive Studio. The group has similar plans for AdCenter.

Gautam Sinha, COO, Times Internet, said, “A self-service platform will be launched shortly.” He adds that a publisher trading desk will be launched this month.