In a race to become publi$her and monetize (at a significant higher numbers), Flipkart has acquired mobile ad network, Adiquity (so far has raised $15mn from VC firms including Sequoia).
Adiquity in its earliest form was known as Guruji which has gone through its own moments of pivots (from search engine to music search engine with legal love from T-series).
NextBigWhat predicted in our 2015 prediction that Flipkart will focus on becoming the largest publisher in India and would want to own the online advertising space – primarily because of the traffic and customer data that it has.