MUMBAI: Times Audience network (TAN), the digital video arm of the Times Group, has entered into an online and mobile video advertising sales partnership with Monsoon Ads, a leading online video advertising network.

As part of the deal, the digital video arm of the Times Group will exclusively sell ads for internet portals and mobile apps in the Monsoon video advertising network for India.
 
TAN syndicates and monetises digital video content for online video publishers including Times Now, Zoom, ET Now, Star News, Aaj Tak, India TV and Headlines Today among others.

The new agreement will benefit both advertisers and publishers who are part of the combined network, offering advertisers reach and access to audiences across a network of Indian portals including Times Group sites and others such as Bollywood Hungama, Eros On Demand and Rajshri, the company said. 
 
Times Internet Limited CEO Rishi Khiani said, “Both publishers and advertisers in the space have been dealing with sub-standard monetization solutions, primarily because of limited options. This partnership brings to the fore the cream of India’s online video publishers with best of breed ad-formats, innovations and analytics to delight our advertisers.”

Added Monsoon Ads director Harsh Nagpal, "The partnership with the TAN allows us to capture and monetise the online/mobile video market in India unlike any other video advertising network has been able to. We intend to provide unprecedented monetisation to all our Internet and mobile partners and create the most effective video advertising network for India."
 
Internet video advertising is highly targeted and measurable as compared to television, print and online display advertising. An advertiser is only billed for an ad seen by a viewer as opposed to being billed for ‘perceived reach‘ of a given TV channel.

Monsoon Ads also leverages user location and demographic data to provide brands an opportunity to make sure their ads target the right customer.