"This acquisition will empower Human Demand's clients and self-service platform users to extend the robust targeting capabilities enjoyed on social platforms to in-app, mobile inventory available via real-time bidding (RTB)."
NEW YORK, NY (PRWEB) May 27, 2014
Human Demand, a leading mobile Demand Side Platform (DSP) with both managed service and a self-service offering, has acquired the Mobile Targeting Dataset of eDealya, a mobile Data Management Platform (DMP) that determines audience segments based on dynamic attributes, needs, and desires obtained through publicly available social media feeds using a proprietary natural language interpretation engine.
With this integration, Human Demand accelerates its ability to expand its existing audience targeting capabilities offered to brands, trading desks and agencies, allowing buyers deeper analytics, superior segmentation, and enhanced audience targeting. Human Demand’s clients will be able to create more personalized user experiences based on the social segmentation and targeting capabilities provided by eDealya’s established dataset.
"This acquisition will empower Human Demand's clients and self-service platform users to extend the robust targeting capabilities enjoyed on social platforms to in-app, mobile inventory available via real-time bidding (RTB),” said Howie Schwartz, CEO & Founder at Human Demand.
Founded in 2010 and based in Israel, eDealya’s dataset brings to Human Demand an established history of strong partnerships across the mobile ad-tech ecosystem. eDealya currently helps these partners with establishing deterministic matches across channels by leveraging its nearly 7,000 direct to publisher relationships and providing nearly 250 attributes per user profile for targeting purposes as a result of its social analysis.
“Advertisers and mobile developers use Human Demand’s DSP & DMP to leverage audience segments for paid media and to monetize mobile apps, respectfully,” said Chaim Zucker, CEO of eDealya. “Currently, the majority of targeting data available on mobile is ported over via desktop datasets via statistical and probabilistic matches. eDealya uses data that originates on a mobile device or from the social streams of consumers to segment audiences, as scale, for mobile campaigns. As a result of this announcement, Human Demand can offer an unparalleled platform for marketers to leverage for targeted paid media buys on mobile."
eDealya has previously raised over $1 million. The original leadership team included CEO Chaim Zucker & CTO Ophir Sweiry, who have been named advisors of Human Demand - post acquisition. Keith Petri, previously SVP Business Development at eDealya, joined Human Demand as SVP Strategic Partnerships. Petri added, “It is imperative for both branding and direct response advertisers to respond to social intent with an in-context, on-time, and relevant mobile advertisement in an environment where mobile users spend the vast majority of their time: in-app."
About Human Demand
Human Demand provides brands and agencies with a fully transparent, highly scalable and efficient mobile media solution. HD utilizes real-time bidding (RTB) programmatic exchange buying, and layers in unique data targeting sets including hyper local geo-targeting. We execute rich media and video mobile ad campaigns, in addition to standard mobile display banners. As a DSP, Human Demand offers agencies and trading desks the industry’s most robust RTB self-serve platform for mobile ads. The Company leverages its proprietary technology platform to bid on and serve advertisements across all Mobile Ad Exchanges. As a DMP, the Company enriches the typically undifferentiated mobile display and video inventory in real time and makes it intensely more valuable. The Company delivers targeted mobile audiences at scale through its proprietary "AppAudience" data, superior location insights, campaign optimization, and visual analytics.
eDealya is a data focused, marketing driven company that determines audience segments based on dynamic attributes, needs, and desires obtained through publicly available social media feeds using eDealya’s proprietary natural language interpretation engine. While traditional data companies focus on consumers’ static attributes such as age, gender, income, eDealya emphasizes the importance of time-sensitive characteristics and life events which represent a highly sought after data set for advertisers and publishers. eDealya has established over 7,000 direct-to-publisher relationships and indexed over 40m devices. In turn, eDealya aggregates, analyzes, and segments each device based on social signals from a variety of sources, enabling advanced mobile targeting for DSPs/DMPs and creating the first 1-to-1 exact user matching across platforms.