US-based data-driven marketing firm MediaMath has begun operating in India through an agreement with Zirca Digital Solutions, now its exclusive partner in the region.

MediaMath, which is headquartered in 4 World Trade Center, has additional offices in cities including Madrid, Singapore, Tokyo, Paris and Sydney. Last year, the firm opened a proprietary data business called Helix, which commercializes its partners’ and clients’ data sets to build predictive audience segments for use in programmatic advertising.

India becomes the 42nd country in which MediaMath operates. The firm said it chose Zirca on the basis of its local market expertise and leadership in programmatic marketing across the region. Through the partnership, Zirca will manage all sales outreach, contracting, campaign management, and creative services for MediaMath’s clients in India.

Rahul Vasudev (pictured), MD for MediaMath in Asia-Pacific, comments: ‘Working with clients in India has always been our near-term goal. Digital ad spend in India will surpass $1 billion in 2017 and we want to help our clients drive the best outcomes for the business with every dollar. Our global reach and industry-leading platform means we can solve the biggest challenges for marketers’.

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