Affle India takes on the big guns with 15 new AI patents
Affle India has filed for 15 more patents relating to artificial intelligence, taking its total patent count to 36, a remarkable feat in the adtech industry. But before we get into that, let’s begin with what the company does to understand how these patents can boost the business. Affle is not your typical mobile marketing and adtech firm.
It uses technology–AI tools such as machine learning to deliver personalised ads to users. Affle is akin to a middleman operating between the advertiser and the mobile app user. So when you use apps on your phone, Affle is the player behind the scenes making sure ads get to you, using smart technology to figure what kind of ads might interest you.
Most of this is based on your app usage, making this a highly data-driven business model. The primary goal is to help advertisers (Affle’s clients) effectively identify, engage with, and drive transactions with their users. For this, Affle charges its clients every time a conversion happens (cost per converted user).
The higher the conversions, the higher the revenues for Affle. All of which culminate in higher returns for advertisers. It’s a win-win.
The company caters to an array of businesses, from gaming and edtech to e-commerce and consumer goods companies. Its customer base includes some of the biggest names in the industry–Samsung, Tata Neu, McDonald’s, Apollo, Byju’s, Max, and Swiggy. The mobile adtech industry is a crowded space, including not only tech giants such as Google and Facebook but also a growing number of smaller competitors.
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