By the end of the year, its on-the-ground US presence will go from three to about 15 to 20 employees, with the majority of US hires going to sales, marketing and business development. Engineering and operations will remain in India.
Along with the name change, the company is rolling out two technology features to the US market after testing them in the APAC markets: dynamic creative optimization and audience management capabilities.
With dynamic creative optimization, Adadyn can enable custom messages (like product-specific ads) to individual users. Audience management gives brands similar granularity of targeting and focus around its audience segments.
“We think these platforms will create a moment where it’s not just the big players [using programmatic], but a level playing field," Gopinath said. "If you don’t have to buy technology, you can go out and compete with the best of the best.”