Indian Music Service Dhingana Launches Its Ad Platform, Recruits Facebook?s Gokul Rajaram To Advisory Board

Since launching in 2007, Indian music streaming service Dhingana has focused less on monetization and more on building its product and its audience, according to co-founder and COO Swapnil Shinde. That focus has paid off in licensing deals with more than 500 music labels and Bollywood production houses, as well as on audience of 11 million monthly active users. So now the company is ready to make money. Specifically, Dhingana is launching its advertising platform. Shinde says he wants the service to become a "must buy" for advertisers such as movie production studios, music labels, independent musicians, mobile carriers, and any other brands that want to reach a young, engaged audience. Dhingana is offering a number of ad formats (the most popular so far, Shinde says, is a reskin of the homepage), and it can target ads based on factors like music genre, platform, geo-location, and audience demographics.

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