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The Smart Techie was renamed Siliconindia India Edition starting Feb 2012 to continue the nearly two decade track record of excellence of our US edition.

August - 2011 - issue > 10 Most Promising Cool Products

Adatrix Next Generation Digital Ad platform

ST Team
Thursday, August 4, 2011
ST Team
The technological advancements and innovations are transforming the digital advertising world at a rapid pace. More and more information is being generated and consumed on digital mediums and newer digital devices are constantly emerging making the consumers dive deeper into the digital world than ever before. Content is becoming ubiquitous across all digital consumption mediums and with this the digital advertising boundaries are continuing to blur.

Consumer involvement with multiple digital touch points triggers varied response patterns; tracking of these data streams and behavioral trends in real-time holds the key for relevant and adaptive brand-user engagement.

This sketches the background to what the BIZense team has envisioned in their Adatrix platform. The entrepreneurial team at BIZense comprises of IIT alumni having experience in telecom & advertising domains. With a focus on innovation and excellence, this Bangalore based startup is ready to take the digital advertisement market head on with its Adatrix Ad platform.

“It has taken us one and a half years to architect the ad platform from grounds up, for catering to the emerging demands of the digital advertising industry. Product development is a risky and challenging proposition; Balancing the act of generating revenues to fund product R&D and building a highly adept technical team around the product has been extremely critical for us to reach the beta launch stage,” says Amit Khemchandani, Founder & CEO, BIZense.

From technology perspective, the platform is built on erlang - used in massively scalable telecommunication applications and has built-in support for concurrency, distribution and fault tolerance. “It enables us to easily scale our platform across multiple servers as and when ad serving traffic increases. User interfaces are developed using RAP (Rich Ajax Platform), an eclipse osgi based framework, which provides us capability for building rich, intuitive and extensible frontend,” says Akhil Agrawal, Founder & CTO, BIZense.


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