Media iQ Digital Retains Big Data Firm Mobilewalla To Increase Targeting Capabilities of Mobile Campaigns

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Media iQ, a Next Generation Performance Trading Specialist, has embedded new technology for in-app demographic targeting for advertisers, a critical issue in campaign planning.

"...we now have the capability to build more advanced predictive planning and buying strategies for our clients on in app advertising," says Paul Silver, global strategy director, Media iQ Digital.

MEDIA iQ Digital, the London-based Next-Generation Performance Trading Specialist, has retained Mobilewalla, the big data firm which offers breakthrough technology for in-app demographic targeting for advertisers, announced Paul Silver, Global Strategy Director of the company.

Mr. Silver says, “Our business is focused on achieving efficiency and maximum ROI in real time trading across every format and device. However, up to now, there has been a slow adoption of brands jumping in to mobile. One of the reasons for this is the perceived absence of innovative targeting opportunities”.

“By embedding Mobilewalla’s demographic targeting technology into our predictive analytical technology, AiQ, we now have the capability to build more advanced predictive planning and buying strategies for our clients on in app advertising,” says Silver. “We have been observing performance lifts of over 73% where we’ve been able to ingest Mobilewalla app and demographic datasets."

Anindya Datta, CEO and founder of Mobilewalla, says, “MEDIA iQ is one of the most technology focused and data driven media trading companies we have come across. This makes them a perfect partner for Mobilewalla and we look forward to helping them enhance their already high-performance platform.”

MEDIA iQ are Next Generation Performance trading Specialists powered by predictive analytics, leading the global market in delivering optimized ROI through innovation in trading. The company was founded by Lee Puri and Gurman Hundal, industry experts in digital display advertising. As well as their market leading expertise in digital trading, MEDIA iQ also uses proprietary customized technology to maximize the effectiveness of each individual campaign. Please visit or go to for further information.

Mobilewalla is a Seattle-based big data venture that supplies app intelligence and audience measurement data to its clients for the mobile application marketplace. A deep search, discovery and app analytics engine incorporating breakthrough technology, Mobilewalla was founded by CEO Anindya Datta, the reputed technologist with contributions to the state of the art in databases and Internet systems. Mobilewalla brings real-time analytics necessary to operate in the mobile world. For more information, please visit or go to

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