Soumita Roy Choudhury

Soumita is the Director of Sales at Mobilewalla and heads Revenue for the APAC Region. Soumita brings in 12 years of experience in Sales, Business development & Project management . After working in a large company for a significant portion of her career, she has found her mojo in startups in digital media. She holds a Bachelor degree in Electronics Engineering and MBA from INSEAD. She likes travelling, reading and playing Table Tennis, a game she has only picked up recently but intends to master very soon.


Entries by Soumita Roy Choudhury

4 Reasons Why Data for Programmatic Buying is still Scarce

Nov 16, 2016

For long marketers considered mobile advertising as an afterthought to their digital strategy.

Anindya Datta

Anindya Datta, the CEO and Chairman of Mobilewalla, is widely regarded as a front-running technologist, leader and innovator, with core contributions to the state of the art in large-scale data management and Internet technologies. Mobilewalla has pioneered audience measurement in mobile apps by applying ground-breaking data science techniques on the industry’s largest volumetric database of mobile app data. Prior to Mobilewalla, Anindya founded and ran Chutney Technologies, where he was backed by Kleiner Perkins and evolved into one of the earliest entrants in the application virtualization area. The company was acquired by Cisco Systems in 2005. Anindya has also been on the faculties of major research universities and institutes in the United States and abroad, including the Georgia Institute of Technology, the University of Arizona, the National University of Singapore and Bell Laboratories.

Anindya obtained his undergraduate degree from the Indian Institute of Technology (IIT) Kharagpur, and his MS and Ph.D. degrees from the University of Maryland, College Park.


Entries by Anindya Datta

Time: A critical dimension of understanding mobile consumers

January 17, 2017

This week’s guest blog post is an abstract from the original published in The Data Source by Anindya Datta, Founder, CEO, Chairman, Mobilewalla...

5 Questions with Mobilewalla

Sep. 22, 2016

We recently partnered with Mobilewalla, a mobile audience provider with a rare focus on APAC markets with full US coverage as well...

Metrics and Accountability in Mobile Marketing

March. 4, 2015

Measuring the effectiveness of marketing spend in general, and advertising spend in particular, are issues of great importance to CMOs and CFOs. Much work has been done in this area, often referred to as Marketing Performance Measurement (MPM), and Advertising Performance Measurement (APM), respectively[1,2]. At a conceptual level, both MPM and APM consist of two related activities: (a) defining measurement metrics that depict the performance of campaigns, and (b) linking these campaign performance metrics to business outcomes...

Lack of Measurement Transparency for Mobile Ad Campaigns Restricts Flow of Brand Dollars

Dec. 20, 2013

Six years after the launch of the iPhone, and nearly two million apps later, brand advertising accounts for a meager 20 percent of mobile ad dollars. In spite of every lofty forecast of mobile ad dollars predicting an imminent skew towards brand advertising, the share of brand spend has...

The Only Solution for In-App Advertising? Programmatic Buying

April. 17, 2013

Programmatic media buying (PMB) has been touted as the future of media planning and buying, especially in the online digital segment. A September 2011 Forrester report ("The Future of Digital Media Buying," Joanna O'Connell and Michael Greene, Forrester Research Report, September 21, 2011) asserts that media...

Why Is the Success of Mobile Apps So Difficult to Measure? Critical Issue in Audience Measurement Unraveled

March. 12, 2013

As advertising executives convene in New Orleans for the 4A's Transformation conference this week, a pressing issue facing the industry is advertising on mobile, and, specifically, the vexing problems with executing media planning and advertising campaigns on mobile apps. While there is widespread consensus regarding the attractiveness of the app...

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