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BizReport : Mobile Marketing : October 29, 2012

AudienceScience releases mobile ad platform

A new addition to the mobile space is set up to help mobile marketers create custom segments for campaigns. From AudienceScience, the Gateway platform combines first- and third-party mobile data to create audience segments for use within mobile ads. The result is more highly targeted, relevant ads delivered to mobile devices.

by Kristina Knight

With more mobile devices coming on the scene, including the Apple iPad Mad and the new Microsoft Surface tablet, the ability to better target ads to mobile consumers will become more important. According to a recent Online Publisher's Association study 93% of smartphone users now access content through mobile devices; more than half say they 'can't live without' their mobile device.

"We're excited to offer our customers a unique way to leverage mobile advertising using our platform," said Mike Peralta, President of AudienceScience. "We have a trove of unique data points that are only available through the AudienceScience Gateway. According to the IAB, in 2010 mobile only accounted for 2.1 percent of Internet advertising -- this number is expected to rise to 15.2 percent by 2016. We are offering advertisers a powerful way to target customers across devices and channels."

Through AudienceScience Gateway marketers can:

• Target ads based on mobile behaviors
• Deliver ads in-browser or in-app using standard and custom mobile ad sizes
• Based on custom segments, deliver mobile ads across screens

The platform is set up to help mobile brands keep a consistent message across the mobile space, an increasingly important option as more consumers logon to the Internet from different devices.

Tags: AudienceScience, mobile ads, mobile marketing, mobile tools

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