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BizReport : Advertising archives : July 22, 2013

Apigee, Jumptap push mobile, app tools to market

This week both Apigee and Jumptap are pushing new tools to market, set up to help brands better control mobile budgets and increase app ROI.

by Kristina Knight

First, Jumptap is pushing it's audience platform into the mobile space, giving ad buyers access real time mobile buying options. Called the Unified Audience Exchange, the platform offers ad buyers, DSPs and agencies real time insight into the mobile space. This will allow advertisers to control display budgets for both mobile and online buying.

"The bridge between online and mobile is complex, which is why many online buyers were forced to run separate display and mobile campaigns," said Adam Soroca, Chief Product Officer at Jumptap. "With the launch of Jumptap's Unified Audience Exchange, online buyers can now reach the same users across display and mobile with one pre-determined budget. In the era of cross-screen multitasking, this extended reach is critical to providing consumers with a holistic message and brand connection."

Meanwhile the new Apigee Enterprise - Monetization Services are set up to help brands better navigate the app space, allowing businesses to better capitalize on their API options. The tools are integrated with Apigee's Enterprise API platform.

"The API and developer programs at the heart of mobile strategies are increasingly business critical and provide opportunities to create new revenue streams. Existing financial management solutions are simply not designed to take advantage of new transactional opportunities enabled by apps and APIs," said Chet Kapoor, Apigee CEO. "Apigee Monetization Services is not just about pricing digital assets, but also understanding what to price, monitoring plan performance, and easily adapting to meet optimal monetization terms. It's the only fully integrated, end-to-end solution for managing the entire monetization process, from purchase to payment."

Tags: Apigee, app tools, Jumptap, mobile marketing, mobile marketing tools

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