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Interview: Nitin Gupta, CEO of Xapads Media- one of the fastest growing digital advertising networks globally

ST Bureau
New Delhi

With the penetration of smart phones and internet across the globe, the consumer’s footprint on mobile, digital, and social platforms has increased by leaps and bounds. This evolution of technology has led the marketers wake up to the promise of targeted ads. Almost a decade ago, ad networks grew to broker buying and selling of ad space between publishers and marketers. But marketers couldn’t track whether they were getting the right ROI as they did not have a mechanism to know who was really seeing their ads. This led in the existence of ad exchanges and real-time bidding (RTB) platforms which helped advertisers bid for advertising space via an auction model and deliver the ad impressions.

One of the world's fastest growing digital advertising network– Xapads offers Ad agencies, trading desks; mobile ad networks the transparency and control over ads to give an advanced user experience which leads to innovative and trusted ad campaigns and premium ad spaces. Advertisers, agencies, publishers and ad middlemen are buying more of their media through ad exchanges than ever before which has led to the evolution of this medium.

In an exclusive interview with Startup Terminal, Nitin Gupta, CEO, Xapads Media shares more insights about Xapads Media and future goals.


ST: Please tell us more about your organisation.

Nitin Gupta: Xapads Media is a cross-channel programmatic ad exchange that utilises the smarter audience targeting techniques, global reach, RTB compliance and best of breed solutions to ensure finest results for both advertisers and agencies. We empower our clients with expressive bid potentials in the market, full channel attribution, brand safety and real-time reporting that demonstrates consumer’s journey from impression to conversion. We are also into the Mobile advertising which enables mobile publishers and app developers to acquire exclusive mobile traffic to optimise mobile ad inventory into sales. Continuing to pioneer in the world of digitisation, Xapads Media has proudly launched our home created and grown Programmatic innovation ‘X-RTB’ at 2016 global business platform ‘Dmexco’, Cologne.

ST: What was your idea/inspiration behind starting up a venture?

Nitin Gupta: Xapads envision is to create value and dignity of its own in the industry by offering most exceptional services to its clients. Our experts are well versed with latest automated techniques and new inputs to offer our clients more value for the price. We believe in putting our entire energy in our work to keep their satisfaction as a first priority. Xapads is made up of knowledgeable, dedicated individual who is apt enough to tackle the challenges of ever changing digital ad space. We are open for funding to expand our business on global scale and ready for useful partnerships to tailor successful services.

ST: What business opportunities do you see in India particularly in your sector?

Nitin Gupta: The programmatic buying industry is at a very nascent stage in India and has not picked up the way it should have been. Marketers and agencies are still taking time to understand the benefit of such platforms as compared to the traditional way. India’s growing internet population would seem to make it a prime market for RTB and programmatic buying and in the next five years the advertising industry would defiantly see a tremendous inclination towards this.

ST: How has been your entrepreneurship journey so far?

Nitin Gupta: The journey so far has been incredible. I have started my entrepreneurial journey with Xaprio Solutions way back in 2005 which was more into software development and mobile application development. Later on, digital advertising has evolved rapidly and we sensed huge opportunities in it and then decided to jump in this industry with Xapads Media in 2012. There were quite a few barriers to entry like a business model, start-up costs but we executed properly thanks to our expertise and bootstrapped approach. This financial year we have generated the revenue of 75CR & next year our target is to reach 120CR. So far the journey has been great and we hope to go miles ahead in coming years.

ST: What challenges do you face in your day to day professional life, if any?

Nitin Gupta: Finding success can be real painful in digital advertising thanks to the risk of ad fraud, dependency on people driven approach, data-drove marketing and technology lagging. It is really vital for us to overcome these hurdles before creating any strategy. Another challenge is to educate the clients/media buyers on pros of programmatic approach in terms of automation, effectiveness and ROI.

Nitin Gupta, CEO, Xapads Media

ST: How big is your team? Are you planning to hire more?

Nitin Gupta: We have 60 members in our group as of now working in Delhi and Mumbai. The separation of the group incorporates 12 individuals to deal with Sales & marketing, 7 in client servicing, and others in technology, delivery and content marketing. Yes unquestionably as we want to have our new workplaces soon we will definitely hire more individuals in our group to expand our team.

ST: What are your future plans?

Nitin Gupta: We currently have offices in India, Mumbai, Germany and are looking to set up more in the coming future in San Francisco, New York & Singapore to target towards sales in the International market and to keep ourself updated with the current trends.

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