India has built some of the field's companies. PubMatic, founded in Pune, sells publishers' ad space to advertisers worldwide, Media.net runs contextual advertising from Bengaluru, and InMobi and Affle grew from India into global mobile ad networks. Pune also holds DeepIntent and Mediaocean, and Bengaluru the mobile, TV and creative ad companies, like Verve and Jivox.
For an engineer, an ad auction is data at enormous speed. Data, Go and ML engineers are far more common here than at a typical product company, and GenAI engineers build the features that write the copy and pick the images. The ad businesses of the large marketing-data and retail-data companies are told under Martech and Retail tech, where those companies have their main homes.
Adtech is one of the Industry Verticals of
The Market Segments follow an ad from the advertiser who buys it, to the publisher who sells the space, to the question of whether it worked.
Planning, making and buying ads on phones, websites and TVs is the work of companies like InMobi Advertising, Affle, Moloco, Criteo and Verve, and ads aimed at doctors come from companies like DeepIntent and Doceree.
Selling a site's ad space to many advertisers at once runs on platforms like PubMatic, Media.net, Index Exchange and TripleLift.
Checking that real people saw an ad, and which ad brought the sale, is the work of companies like DoubleVerify, Branch, Fospha and Lifesight.
What adtech companies hire software engineers for, and which roles they hire, is on