Micromax Mobiles has announced its partnership with Affle, a Singapore headquartered ‘Mobile Audience Intelligence and Analytics’ platform, for pushing targeted ads to its 60 million consumers. According to the official release, Micromax will be pushing Data Management Platform (mTraction) & ad optimization platform (MAAS) to deliver data-driven content & ad experiences.

Now, It’s no secret that Micromax has been pushing APKs and ads to its users (there are many threads on Reddit and XDA that attest to this malpractice). But, for a company that’s desperately trying to make a comeback, this certainly isn’t a smart move. Being bombarded with add and app pop ups surely won’t add up to an agreeable consumer experience.

Also Read: Can Micromax Or Other Domestic Manufacturers Make A Comeback?

Micromax Dual 5 launched In India

This is how the domestic manufacture justifies it:

Commenting on this partnership Shubhodip Pal, CMCO Micromax said “These are exciting times for the smartphone industry and we see our role evolving from being a handset player to delivering relevant and personalized experiences to our users. We are thus very excited to announce this partnership with Affle as it helps us to maximize returns from a new and growing revenue stream while enhancing the experience for our users.”

Also Read: Micromax Dual 5 is rebranded Qiku 360 Q5

Announcing this partnership, Anuj Kumar, Co-founder & MD Affle said “We are very happy to have Micromax join in as a marquee partner for our DMP & native ads platform. We strongly believe that the next phase of digital advertising growth would be driven by making content & advertising more engaging backed by robust audience analytics. We are already seeing a lot of excitement amongst top marketers and publishers for our Micromax related platform offerings and expect that to grow significantly over time.”

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