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India’s Amagi takes $35m to get into new Ad markets, new platforms

We first came across India’s Amagi at IBC in 2012, billing itself as the largest company reselling advertising. Today it has landed a $35 million investment from a group led by private equity group KKR (Kohlberg Kravis Roberts). Emerald Media, a Pan-Asian company backed by KKR said it had acquired a significant minority stake in Amagi Media Labs. Premji Invest, the investment arm of Azim Premji and an existing shareholder, also participated in the round as did other investors. What Amagi does is not magic. In India, it began by buying ad spots on national TV channels, and then reselling them regionally for far more money, given that Amagi gets paid many times over for each national ad slot by…

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