CRACKLE

The Indirect (Programmatic) Advertising ecosystem is biased, favouring advertiser returns over publisher outcomes, leading to inefficiencies such as ad latency and manual inventory pricing.

Existing solutions are either manual and slow or lack advanced technology for personalization.

Crackle addresses this by employing AI/ML models, ensuring faster ad delivery, increasing demand diversity, and offering personalized inventory pricing.

Operating on a revenue-sharing model (15% of ad inventory monetized), Crackle's innovative approach promises enhanced monetization outcomes for publishers.

Investors in this round include 10+ Googlers, MD of Meta Singapore, MD of Trade Desk India, iZooto, founder of Momentus Digital. Alongside founders of publishers - Dailyhunt, Playsimple, LudoKing, Amar Ujala, Dainik Jagran, Times Internet (COO), Cybermedia.

Jaivir Nagi

Harsh Mittal

Shashank Dudeja

Apurva Chamariya

Alluvium Capital

AdvantEdge Founders

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THIS is THE team to build the best ad-tech solution for publishers!

🔆 Jaivir has been a Google vetran with almost 13 years of experience of building sell-side for India and Australia. Scaled sell-side business from ₹ 800 cr to ₹ 10,400 cr. No one understands sell-side business better than him!

🔆 Harsh was the tech lead for who implemented key solutions for Google India team on sell-side. He was responsible for scaling up Truecaller's revenue 6X.

🔆 Shashank led sell-side Partnerships at Google. He was a Googler for 8 years. He understands the SSP and DSP stacks very well and knows what works.

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$60 bn indirect advertising market expected to cross $100 bn in 5 years!

🔆 Expected to grow at 12-15% year on year.

🔆 Highest growth coming from Video & CTV, followed by Apps.

🔆 Web expected to grow under 5%

Most competitors are focused on web. Crackle will start with Apps focus and then gradually move to Video content.

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Crackle already has mini* PMF before launching!

Team already understands what needs to be built to help publishers monetise better.

This team had consulted 100s of publishers to help them increase their revenue from Google ads.

Their past 'service' led experience needs to be converted into product to solve for publisher's monetisation problems.

Also, their past experience also gives them ready access to global clients even before launch.

A lot of Googlers, Publishers and other other ad-tech founders are investing in the round. A great validation of problem statement and team's capability.

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