MUMBAI: Media technology company, Komli Media, has announced the launch of Komli Labs, a centre for research in advertising sciences.

Srinivasan H Sengamedu (SHS) has been appointed as the vice president and head of Komli Analytics and Labs.

Komli Labs will be primarily focused on driving innovation in digital advertising through applied research and big data analytics, in the areas of real time bidding, audience measurement and targeting, ad verification and traffic quality management. This, in turn, will help create innovative solutions to deliver more relevant ads to users, maximizing value for advertisers and publishers.

Komli Media CEO Prashant Mehta said, “Komli Media is committed to bringing scientific and technological innovation to the digital advertising ecosystem for the benefit of our customers. With SHS’s leadership, I am confident Komli Labs will help create huge differentiation for us.”

SHS said, "There are three aspects to what we do - developing best-in-class technology to power Komli products, creating long-standing IP and authoring high-impact research papers. The Labs team is armed with deep technical knowledge and data expertise. At the same time we are passionate about solving practical problems and fearless about being hands-on.”

SHS, former director of research at Yahoo Labs, is a researcher in the field of machine learning and data mining. He has a PhD in computer science from the Indian Institute of Science and has extensive experience in research, technology leadership and entrepreneurship with over 100 research papers published, 30+ patents filed and patents granted.