Affinity

Industry| Technology, Information & Internet
Founded| 2006; 17 years ago (2006)
Founder|

* Lavin Punjabi (CEO & MD)
* Lucas Roh (Chairman)
* Hanjoo Lee (Vice Chairman)
* Bharat Sharma (COO- Veve, mCanvas, & SitePlug)
* Nikunj Soni (CEO- Yield Solutions)
* Vijay Mehta (CTO - Veve & SitePlug)
* Monica Ajwani (SVP Finance)

Headquarters| Chicago, Illinois
Subsidiaries|

* Veve
* SitePlug
* mCanvas
* Yield Solutions
* AdOpsOne

Website| affinity.com

Affinity is an advertising technology holding company creating innovative user engagement products for digital marketers and media companies.[1][2] With a focus on delivering awareness and performance objectives, Affinity offers a range of cutting-edge solutions for advertisers and unique monetization opportunities for publishers. Founded in 2006, the company has become one of the fastest-growing adtech companies globally, operating across multiple regions and serving a diverse clientele.[3]

## Contents

* 1 Overview
* 2 Business units
* 2.1 Veve
* 2.2 mCanvas
* 2.3 SitePlug
* 2.4 Yield Solutions
* 2.5 AdOpsOne
* 3 Growth & acquisitions
* 4 Awards & recognitions
* 5 References
* 6 External links

## Overview[edit]

Affinity was founded in 2006 by co-founders Lavin Punjabi, John Lee, Lucas Roh, Nikunj Soni, Bharat Sharma, Monica Ajwani, and Vijay Mehta.[4] Affinity develops user engagement products tailored for digital marketers and media companies. It specializes in discovering unique media placements, developing new ad formats, and optimizing advertising budgets to drive branding and performance outcomes for marketers. The company's non-standard ad formats and media platforms cater to awareness and performance objectives for brands and agencies. Publishers also benefit from unique monetization opportunities through Affinity's automated SaaS-based products in the display, commerce content, and mobile app-install spaces. Through its Global Pay-Per-Click (PPC) and Display Advertising Networks, Affinity facilitates over 2 billion USD of commercial transactions annually for 2,000 advertisers.[5][6]

## Business units[edit]

### Veve[edit]

Veve is a high-performance marketing platform that empowers enterprise-grade companies, such as Mobile OEMs, Browsers, and Telcos, as well as independent app developers, to monetize unique placements and formats. Through Veve's offerings like Tiles, Impact, and App Install, brands can drive new customer acquisitions, sales, app downloads, and website views, making it an essential tool for reaching consumers through OEMs and browsers.[7]

### mCanvas[edit]

mCanvas is an innovative adtech agency that creates engaging mobile advertising experiences by combining the brand's story with smartphone capabilities and sensors. This platform allows for immersive storytelling through various ad formats, including scrollers, stickers, a spotlight, and a streaming box.[8] The agency's collaboration with Adobe Advertising Cloud enables consumers to access immersive rich media content and interactive video commercials, resulting in memorable and impactful experiences.[9]

### SitePlug[edit]

SitePlug is a performance marketing platform that assists e-commerce utility media companies, such as those focused on BNPL (Buy Now Pay Later), coupons, deals, price comparison, and reviews, to monetize with merchant links.[10] The platform offers three key features: Site Discover, which helps brands be discovered by high-intent users via content placements on a global network of publishers; Site Direct, which identifies and redirects users from domain errors to the brand's page; and Site Suggest, which recommends the most relevant brand on browsers and keyboard apps.[11]

### Yield Solutions[edit]

Yield Solutions is a leading provider of innovative programmatic products for online publishers, helping them generate incremental revenue. Its solutions include Smart Floor for optimized floor adjustments, HVR for smart banner refreshing, Space for strategic banner placements, and AI-driven Header Bidding for maximum revenue. Yield Solutions is also a Google Certified Publishing Partner (GCPP).[12]

### AdOpsOne[edit]

AdOpsOne serves as an advertising operations assistant for publishers, providing solutions to solve complex operational problems.[13] The platform offers a range of tools, including Dashboard, which consolidates all data into one place for efficient decision-making; Genie, an AI-powered engine that identifies and fixes root causes of revenue decrease; and Managed Services, a dedicated team that serves as an in-house ad ops department for publishers.[14]

## Growth & acquisitions[edit]

Affinity has experienced rapid growth since its inception and boasts a global team of over 300 employees. The company's expansion has extended its reach to multiple regions, including the United States, the United Kingdom, Germany, India, Indonesia, China, and Brazil.[15]

In July 2023, Affinity expanded its presence in the European market by acquiring Opinary GmbH, a consumer engagement media tech company based in Berlin.

## Awards & recognitions[edit]

Affinity was recognized as one of the Red Herring Top 100 Global Winners in 2022.

## References[edit]

1. ↑ Heuberger, Sarah (24 July 2023). "„Platt, stolz und glücklich" – Opinary wird von indischem Adtech übernommen". Business Insider (in Deutsch). Retrieved 2 August 2023.
2. ↑ "affinity-internet-inc". zoominfo.com. Retrieved 2 August 2023.
3. ↑ "Affinity Reviews". glassdoor.co.in. Retrieved 2 August 2023.
4. ↑ "Affinity Global Inc. on LinkedIn: Affinity acquires German consumer engagement tech company Opinary | 10 comments". www.linkedin.com. Retrieved 2 August 2023.
5. ↑ "affinity-global-advertising-overview". ambitionbox.com. Retrieved 2 August 2023.
6. ↑ "Specialist, Marketing Design (540) - Affinity Global Advertising | Mumbai, Maharashtra". www.simplyhired.co.in. Retrieved 2 August 2023.
7. ↑ "Affinity Global Inc". MMA Global. Retrieved 2 August 2023.
8. ↑ "Affinity Acquires Opinary: Expanding Global Presence in Europe". 24-7 Press Release Newswire. Retrieved 2 August 2023.
9. ↑ "Ad-tech company Affinity acquires acquires German consumer engagement platform". cnbctv18.com. 24 July 2023. Retrieved 2 August 2023.
10. ↑ "affinity-global-inc". 6sense.com. Retrieved 2 August 2023.
11. ↑ Delhi, BestMediaInfo Bureau (24 July 2023). "Ad-tech company Affinity acquires German consumer engagement tech company Opinary: Best Media Info". www.bestmediainfo.com. Retrieved 2 August 2023.
12. ↑ "Affinity Selected As A 2022 Red Herring Top 100 Global Company". PRWeb. Retrieved 2 August 2023.
13. ↑ "Affinity". Adtech. Retrieved 2 August 2023.
14. ↑ "'Fear of ad blocking for advertisers & marketers is dead' - Exchange4media". Indian Advertising Media & Marketing News – exchange4media. Retrieved 2 August 2023.
15. ↑ "Top 9 Adtech companies of India in 2023 you must know about". Times Applaud. 30 January 2023. Retrieved 2 August 2023.

## External links[edit]

* Official website
* Affinity on LinkedIn
* Affinity on Facebook
* Affinity on Twitter
* Veve
* mCanvas
* SitePlug
* Yield Solutions
* AdOpsOne