Performance marketing company CAKE has strengthened its international presence, opening an office in New Delhi to take advantage of ad growth in India.

The Indian expansion will support the software company’s growing customer base in the market, bolstering an intercontinental presence which includes bases in California, New York, London and Sydney.

With 500 million consumer actions on a monthly basis in the region, CAKE is looking to capitalise on the rapidly growing Indian market and support its roster of partners, says company president, Santi Pierini.

“India’s startup market is hot, and large numbers of up-and-coming e-commerce companies in need of data tracking capabilities are turning to performance marketing to build their businesses”

Developing market

With digital predicted to contribute only 14% of the country’s total $6.6 billion ad spend this year, India has been touted as one of the ‘slow burners’ when it comes to the adoption of web-based marketing.

However, growth of 27% from 2015 will have enabled this proportion, meaning a similar rise in 2016 could see India representing a serious consideration for ad tech providers.

India is also set to overtake France, Spain, Italy and Brazil in terms of money dedicated to paid-for digital placements by 2019, according to eMarketer.  

CAKE’s expansion into New Delhi comes on the heels of its opening in Sydney in February, and a 20th consecutive quarter of growth during Q1 2015.