Media Morph: Tumri.(Digital)

Advertising Age, May, 2007 by Klaassen, Abbey

Byline: abbey klaassen

What it is: A start-up trying to bring branded e-commerce to the ad-network space. The idea is that by using traditional ad-targeting techniques and detailed information from e-commerce product databases, Tumri can push the right products to web surfers in ad units that let users click-to-buy. It's a twist on Google's AdSense, but with a direct e-commerce aspect.

Who's behind it: CEO Hari Menon, a serial entrepreneur, and Senior Director-Product Management Sundar Krishnamurthy, a veteran of Microsoft's ad division. It's backed by Accel Partners and Shasta Ventures.

The name: Tumri is a genre of Indian classical music.

Onboard: The biggest names in its distribution network are Excite in the U.K. and...