The new Komli Labs venture will be led by Srinivasan H Sengamedu (SHS), who has been appointed vice president and head of Komli Analytics and Labs. He was previously director of research at Yahoo Labs.

Under his leadership, Komli Labs will use techniques including real-time bidding, audience measurement and targeting, ad verification and traffic quality management to find ways of delivering more relevant ads to users.

The Labs team will be “deeply integrated” with existing teams at Komli Media, and its findings will complement all product, engineering and business functions.

Komli Media’s CEO Prashant Mehta said: “Komli Media is committed to bringing scientific and technological innovation to the digital advertising ecosystem for the benefit of our customers. With SHS’s leadership, I am confident Komli Labs will help create huge differentiation for us.”