Audio ad tech company Instreamatic announced that its latest partner is Indian music and content streaming service Gaana. Instreamatic will integrate its voice dialogue marketing platform with Gaana. The agreement will allow Gaana’s advertisers to use Instreamatic’s technology for both the ad spots as well as for measuring the results of their campaigns. As part of the deal, Gaana will also join Instreamatic’s voice ad exchange. Gaana has a base of more than 125 million monthly active users.
“At Gaana, we strive to connect listeners with the experiences that put them in the driver’s seat, whether it’s choosing to listen to their favorite songs or, through this partnership, engaging with interactive voice ads where they control the conversation,” Gaana CEO Prashan Agarwal said. “With voice poised to be the interface of choice in the coming decade, we’re excited to introduce Instreamatic’s pioneering technology on our platform, and look forward to helping advertisers deliver the positive experiences it makes possible.”
“As the popularity of streaming audio continues to increase, advertisers require empirical real-time ad metrics to fully understand the impact of their ad campaigns, while listeners seek more of a say in what shape those ad experiences take,” said Stas Tushinskiy, Instreamatic CEO. “We’re proud to be partnering with Gaana and expanding into India in such a big way, and to play a role in delivering superior audio ad experiences for listeners and advertisers alike.”