Aarki’s Sid Bhatt described his company’s programmatic media buying technology and how they work to maximize benefit for developers during his Casual Connect Tel Aviv lecture in 2015. “Our entire thesis for programmatic buying is based on some sort of KPI,” Sid explained. “We tend to focus on ROI, to the extent the developer is able to share.” Find out more in the full session video below.
Sid Bhatt is a man living his childhood dream. As long as he can remember he wanted to run his own company, and now, as Co-Founder and CEO of Aarki, he is doing just that. His first step was moving to Silicon Valley to participate in its atmosphere of innovation. Five years ago, he and Levan Budagyan created their company to offer creative advertising solutions for app marketing. From its beginning of two men in a tiny cubicle, it has grown to a global company with headquarters in Mountain View, California, and with offices in Los Angeles, Beijing, Manila, New York City, Tokyo and Yerevan.
Unique App Marketing Solutions
Aarki is a company with a vision: to help advertisers stand out in the digital marketplace with easy-to-use technology and a full app marketing agency. The company has become a leading creative optimization and media buying advertising technology company aimed at app developers and premium publishers.
Before co-founding Aarki, Sid worked in business development at Mint.com, experience he has found invaluable in his current responsibilities. He explains, “The skills in the past helped me excel in the field strategic partnerships here at Aarki.”
Aarki has been intertwined with the games industry from the company’s start; a large part of the app marketing business is driven by game developers and Aarki provides the app marketing solutions they need. In fact, one of the company’s earliest clients was a game developer. Since that time, they have been working with game developers to offer unique app marketing solutions. Sid finds the games industry an exciting segment of his business since a new app from anywhere in the world can immediately shoot up to find a ranking in the charts.
A Global Business
The global reach of the business has brought with it both rewards and challenges. Sid says that what he enjoys most about his work is the opportunity to work with different nationalities, both internally and externally. He says, “The multicultural experiences I’ve learned from this job have been very rewarding.”
On the other hand, communication in a global work space is a considerable challenge. It is simply not possible for Sid to meet with customers from around the world from his office in California as often as he would like. Their offices in other parts of the world with team members in places like Tokyo and Beijing are their way of bridging this communication gap.
Success With a Team
A key component of the Aarki success story is the team. For members of his team, Sid emphasizes the importance of attitude; it is simply easier for him to work with people who have a good attitude and are flexible. In return, the team members note how hard-working he is. There will always be complications when working with a team, but Sid has found that more open communication and collaboration are effective in dealing with them.
Seeing the team members succeed brings Sid the greatest pride in his work. While he states that success can have many definitions, for him it is seeing the team reach their goals and go above and beyond expectations. Once team members have earned his trust, he allows them to take more leadership and ownership of projects without interference. He relates: “Watching them learn from their experiences and evolve has made me very proud.” Yet he does admit that the most difficult person to find is a true leader.
Effective Tools and Changing Technology
Sid describes the machine learning technology and big data analytics that form the backbone of the Aarki platform as their most effective tools for mobile marketing. He says, “The superior technology that supports our platform allows us to unify creative and media optimization, delivering ROIs that exceed our clients’ goals.”
But constantly changing technology has required a larger investment in engineering. Sid points out that Aarki is using their cutting-edge technology to stay ahead of the curve; rather than following a trend, they participate in defining innovation.
Aarki is a market leader in using HTML5 technology, but this position brings its own challenge. Because it is a new technology in the app marketing industry, Sid finds it essential to educate partners about it and how it will affect them.
He is certain technology will always be the next big trend in this industry. In the next few years he expects to see more advanced app-based economies created in traditional industries. Particularly, apps related to health and medicine will become more mainstream.
Because of the nature of the industry, Aarki keeps aligned with the changing technology trends. As the mobile industry continues to grow globally, Aarki will be building a product that serves the needs of app marketing by developing indispensable solutions for ROI-based marketing.
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