Proto.in Trackback: Tyroo, Genie Interactive, Mobisy, Buzzworks, The Viewspaper, Synage

Here’s the second batch of six companies tracked down after their showcases at Proto.in:

Tyroo

Headquarters: Gurgaon. Space: Online advertising network. Founder (s): Manish Vij, Harish Bahl, Mahendra Swaroop, Aditya Khanna. Headcount: 45. Funding: Incubated by Smile Interactive with $1 million angel funding. Raised an undiclosed Series A funding from Yahoo! in July 2007. Yahoo! picked up a 35 per cent stake, according to news reports.

After its showcase at the second edition of Proto.in, July 2007, the company has improved its behavioural targeting and optimization technologies. It has launched vertical channels such as technology, news, auto, etc. where there is lack of Indian content and “brand advertisers look for premium content which we aggregate,” says Aditya Khanna. It has also introduced rich media like video for advertisers. Khanna claims that about 200 advertisers have used Tyroo in the last couple of years, of which 60-75 are regular customers and would include more of the regular online advertisers. The money from Yahoo! has been used to scale up the team, lock inventory exclusively and research and development. It has expanded its physical presence to Mumbai and Bangalore. This year, the company expects to see momentum in scaling revenues continue. “Increased sensitivity to ROI (return on investment), due to the slowdown, for online budgets will work well for us as a performance marketing company,” adds Khanna. It plans to launch some interesting products in a couple of specific verticals which spell potential in the next couple of quarters.

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