AppAudience Mobile Targeting Data Layer Announces Initial Partners

Privacy Friendly Mobile Audience Data Enables Increases Reach, Efficiency, and Campaign Lift For Mobile Advertisers

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"Partnering with market-leaders to distribute the AppAudience data layer will enable buyers to bid more intelligently, supply partners to distribute enriched inventory, and ad networks to improve efficiency,” said Keith Petri, AppAudience.

New York, NY (PRWEB) July 22, 2014

AppAudience, the leading mobile audience data layer leveraged by advertisers to increase addressable inventory, improve efficiency, generate significant performance lift in a privacy friendly manner, today announced its initial partners - Nexage Connect, Inneractive, AerServ, Motrixi Media Group, and Matomy and its technology provider AppNexus.

AppAudience’s proprietary data layer enriches mobile bid requests and ad requests in real-time, providing marketers the ability to have audience insights on 100% of the mobile inventory seen through DSPs, SSPs, Mobile Ad Networks, and Exchanges. The integrations with initial partners provide an advanced advertising solution enabling the delivery of targeted advertisements and serving of dynamic creative for in-app, mobile inventory.

“Nexage Connect creates a step function improvement in audience targeting and cross-channel retargeting in mobile advertising – as mobile advertising becomes the dominant digital media,” said Ray Colwell, SVP Global Business Development at Nexage. “AppAudience further enhances our capability, enriching 100% of our premium audience. This has the dual impact of dramatically improving campaign performance while enhancing our publisher's CPM and revenue performance.”

"Despite mobile’s rapid growth, the market won’t achieve its full potential until it embraces demographic and behavioral targeting. We are excited to partner with AppAudience to improve the targetability of our publisher’s inventory, with the goal of delivering more relevant mobile experiences for advertisers and consumers, and ultimately optimized value for our publishers,” says Josh Speyer, CEO of AerServ.

There is a proliferation of innovation in mobile, with data providers focusing on historical usage and performance data to build profiles based on device IDs. Unfortunately, the average buy-side platform sees a mere 20% (or less) match rate when targeting a campaign from a device ID pool - leaving 80% or more of an advertisers addressable audience behind.

“Matomy is excited to access AppAudience data through the AppNexus platform,” said Erez Gross, senior vice president of mobile advertising at MATOMY, a global performance marketing company. “AppAudience offers the unique ability to access audience demographics data, brand safety ratings, point of interest data, census and economic information, and weather insights, all bundled as a single, privacy-friendly data source with a simple model that not only backs out, but performs."

“AppAudience data helps us expand our brand-focused solution set such as location-based and weather triggers, while also increasing biddable inventory that is essential for campaign optimization,” said David Meier, COO of Motrixi Media Group. “We look forward to the partnership with the AppAudience team.”

“We all know that mobile is rapidly becoming the first channel for marketers, but without data, campaigns will fall short and inventory will remain undervalued. Partnering with market leaders to distribute the AppAudience data layer will enable buyers to bid more intelligently, supply partners to distribute enriched inventory, and ad networks to improve efficiency,” said Keith Petri, SVP Strategic Partnerships for AppAudience.

“Licensing our proprietary data allows us to provide customers across all buyers in the mobile advertising technology space the full power of Human Demand’s audience data,” shared Howie Schwartz, CEO & Founder of Human Demand. “The success of our clients using AppAudience data today through our mobile DSP, Human Demand, has been tremendous, and we are excited to expand the availability of this data layer throughout the mobile ad ecosystem."

“By now everyone knows that mobile advertising allows brands to target physical intent - just like Search did to online advertising. Combining mobile audience and location data allows brands using AppAudience to target real intent as well as a high index overlap to their targeting requirements. AppAudience will bring a huge added value to any DSP and Ad Network integrated with Inneractive,” stated Maor Sadra, VP Advertiser Relations & Monetization.

AppAudience data not only performs but makes financial sense for both brand focused and direct response campaigns by being priced at $0.12 per CPM and providing 100% coverage of mobile ad requests - compared with data fees ranging from $0.80 to $2.00 CPM from competitive datasets that typically cover less then 20% of mobile ad requests.

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About AppAudience
AppAudience’s proprietary data layer enriches mobile bid & ad requests in real-time, providing marketers the ability to have audience insights on 100% of the mobile inventory seen through DSPs, SSPs, Networks and Exchanges. The AppAudience data is leveraged by advertisers to increase addressable inventory, improve efficiency, generate significant performance lift and power the delivery of dynamic creative. AppAudience is a product of Human Demand. For more information, follow us @HumanDemand & @AppAudience or visit us at http://www.HumanDemand.com or http://www.AppAudience.com.

About Nexage
Nexage is the only premium mobile exchange that creates high-value, brand-safe liquidity for advertisers and publishers. The Nexage Exchange provides a range of programmatic markets to enable buyers and publishers to accelerate their businesses how they want to buy and sell including public exchange, private exchange, and programmatic guaranteed markets—and supports an ever-increasing volume of rich media and video ad units. Nexage Connect delivers integrated 1st and 3rd party data, including behavioral, contextual, enriched location, universal identifier, and privacy data to enhance targeting and retargeting. Nexage Protect delivers a suite of brand safety controls to advertisers and publishers. Nexage serves customers on a worldwide basis with offices in Boston, New York, San Francisco and London. Come visit us at http://www.nexage.com or follow us on Twitter @Nexage.

About Inneractive
Inneractive is a global programmatic ad stack for mobile publishers focusing on video, hyper-local and in-app search advertising. Inneractive is a transparent SSP and yield optimization platform adopted by new media publishers and used by top DSPs, and premium networks. In addition, Inneractive operates Inneractive360, its own in-house ad-network aimed to provide organic campaigns to Inneractive's brand publishers in key GEOs.

About AerServ
AerServ offers publishers a best-in-class mobile supply-side optimization platform that includes mediation, turnkey video solutions, ad serving, RTB integration and detailed reporting all aimed to maximize yield. We work with thousands of sites and apps to provide turnkey monetization solutions, including access to our proprietary marketplace, aerMarket, which directly connects publishers’ inventory to leading marketers, agencies, ad networks, DSPs, and exchanges.

About Matomy
Matomy Media Group is one of the world's leading digital performance-based marketing companies. Working across Web, social media and mobile platforms, Matomy Media Group offers advertisers, networks and publishers a range of opportunities integrated through one gateway. Matomy’s performance-based marketing solutions include mobile advertising, email marketing, search and social media marketing, video, display advertising, domain monetization, virtual currency and affiliate marketing.

For more information visit http://www.matomy.com and follow Matomy on Facebook http://www.facebook.com/matomymediagroup.

About Motrixi
Motrixi (http://www.motrixi.com) is a Demand Side Platform (DSP) that enables advertisers to connect with their target audience on smartphones and tablets through Real-Time Bidding (RTB) on mobile ad exchanges. Motrixi's platform provides advanced targeting options, access to billions of ad impressions, transparent performance data and a modern, user friendly interface. Motrixi offers full service campaign strategy and management to brands and agencies, a self service user interface and a RESTful API for integrated solutions.


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