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.”


Please enter your comment!
Please enter your name here