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BizReport : Mobile Marketing : April 04, 2012

Nexage releases RTB reporting, screening options for mobile

A new tool out from Nexage could put a new, real time spin on mobile marketing. The reporting tool should give marketers more insight into how mobile campaigns are faring, with the ability to drill down to trends and patterns.

by Kristina Knight

The benefits of real time bidding tools have been talked about for online ad efforts for more than a year - putting the 'right' ad before the 'right' consumer at the 'right' time, while allowing the advertiser to control costs - but in the mobile space there is more potential. Mobile consumers have been shown to want immediate information - movie show times, up to date news headlines, a store location - so the ability to not only offer the right information at the right time but to control those mobile costs should appeal to mobile brands.

The Nexage tool is set up for both publishers and ad buyers. It is an ad screening and reporting system, giving advertisers a look into how mobile campaigns are performing with immediate results. The dashboard makes it easy to see the most relevant numbers and metrics and then to drill down to campaign specifics to determine if changes need to be made.

"Our customers want to operate their business in real-time, and they should have the tools to do that," said Ernie Cormier, CEO and president of Nexage. "As mobile advertising matures, so do our customers' business expectations. And Nexage is delivering on those raised expectations, empowering our customers, both buyers and sellers, with business tools to accelerate their mobile advertising business."

Now for the ad-screening option - publishers using the tool can see ad creative and then click and block ads which are in appropriate to their brand or inconsistent with their brand.

Tags: mobile ads, mobile marketing, mobile trends, Nexage, real time bidding, RTB options

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