Guruji.com Launches Adiquity, Mobile Ad Optimization Platform

Guruji.com shutdown its music search service, owing to legal challenges and the Bangalore based company has forayed into Mobile Advertising through the launch of its global mobile ads
platform – AdiQuity (we have covered Adiquity earlier).adiquity

AdIQuity enables Mobile Publishers generate higher monetary returns from their Mobile properties. The global mobile ads platform works for the mobile publishers and applies real time optimization on global ad inventory  accessible through its several ad network partners from across the world.

Essentially, Adiquity sits between the mobile ad networks and publishers and the mediation engine applies real time optimization on ad inventory to deliver high fill rate and CPM. AdIQuity’s mediation and optimization technology ensures the selection of the most appropriate ad for a mobile ad request taking into account several signals including geography, category, devices, carrier information, ad type, pricing etc on a real time basis.The platform realizes the critical importance of latency/response time for its publisher partners and the optimization technology uses advanced algorithms to ensure that ads are served on its publisher sites with the quickest response times possible.


As of writing this, AdIQuity claims to be generating more than 1.5 Billion impressions/month across hundreds of publisher partners with users coming from 200+ countries across APAC, US, Europe and Africa.

AdiQuity Traffic Distribution

  • South Asia: 51%
  • Europe, Middle-East, Africa:  25%
  • South-East Asia: 10%
  • North America:  10%
  • South America and Australia:  02% each

Given the rise in mobile ad networks, Adiquity does fill an important gap – i.e. delivering performance based ads in the entire flow ensuring that publishers get the optimized rates. Future plans include launch of SDKs for platforms like Android/iOS.

Do you think this is the pivot Guruji was looking for?

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