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BizReport : Mobile Marketing : November 03, 2011

New Moolah Media ads pushed by recommendation technology

New ad units out today from Moolah Media won't only rely on geographic location or gender information to target mobile ads. The performance optimized ads will also rely on recommendation technology to hopefully engage consumers beyond that initial click.

by Kristina Knight

moolah.pngTo date, mobile ad networks have primarily relied on basic click information; those clicks are then used to pay publishers, but mobile screens are different and often clicks go uncounted or accidental clicks are counted when they shouldn't be. The SmartMoolah ads not not only clicks but actions post-click. For example, if a consumer automatically re-directs without landing on an advertiser page or if a click results in a sales conversion.

By noting those differences advertisers pay only for conversions, and are given more information about potential customers. According to the company average click-thrus using SmartMoolah are three to four times the rate of ads served through Cost-Per-Click networks; conversion rates are doubled on average.

"Today's mobile publisher and app developer uses several ad networks and we believe Moolah should be part of that mix, to ensure that their monetization is maximized with the highest possible eCPM," said Shawn Scheuer, CEO and co-founder of Moolah Media. "Couple this with the fact that SmartMoolah units will drive transparency with advertisers and we could see a spike in mobile ad buying based on real insights."

The platform indicates whether consumers make purchases, click on content or share information through social networks; in that way, more relevant ads can be served to those consumers in the future.

Tags: ad metrics, ad tracking, mobile ads, mobile marketing, mobile metrics, Moolah Media

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