Snapchat partners with Tyroo to monetise ads

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NEW DELHI: Snapchat has partnered with ad-tech platform Tyroo, an arrangement that will see the latter operate as the monetisation partner of social media giant in India.

 Tyroo, owned by Harish Bahl and Manish Vij-promoted Smile Group, will drive Snapchat’s ad monetisation and infrastructure for Snapchat in India, a geography where the latter, which competes with Facebook-owned Instagram, has a limited presence so far. “At the start of the year, Snap took a fundamental call that the Indian market has grown large enough for them to have a dedicated focus, and their products for marketeers here,” Siddharth Puri, CEO of Tyroo told ET.

 “We have entered into a partnership with them, under the terms of which we will be helping them to add business for the Indian market, and make their products available to Indian marketers,” he added.

 Snap will bring its three primary products to India and potential brands to leverage the same. This includes its augmented realitydriven lens product, its filters and its its story platform. The partnership between the two, according to Puri, will focus solely on India at this point.

 “This strategic partnership with Tyroo will allow us to bring Snapchat to more advertisers in India, and help them see the value in connecting with our highly-engaged users through the most fun and effective ad products on the market,” Geoffrey Reed, Snapchat’s Head of International Expansion, said.

 While Tyroo CEO did not disclose the commercial terms of the partnership, there is a revenue-sharing agreement between the parties. “There is a commercial partnership of course… but for marketeers, there are no additional or incremental charges… There is a value proposition for them, similar to a direct sales team sells in the UK or the US markets,” Puri said.

 Tyroo has also appointed former Bennett, Coleman & Co executive Akshay Mathur as its Chief Revenue Officer to drive growth through such partnerships.

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