#adexchanger interview

From the article: 

India's growing Internet population would seem to make it a prime market for RTB and programmatic buying. But the country is not necessarily an early adopter market, and so ad technology companies bringing programmatic there are investing significant resources in education.

"It's a very early market and there is still a lot of hand-holding that we have to do," explained Asif Ali, CEO and founder of Reduce Data, an advertising analytics and optimization platform that is transitioning into a DSP. "Advertisers are definitely excited about RTB, but I would not say they are willing to put the money into it."