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BizReport : Mobile Marketing : September 18, 2013

Ad Roundup: Targeting solutions increase mobile's power

In mobile, targeting is imperative. Two targeting solutions and increasing the power of mobile targeting.

by Kristina Knight

First, for the mobile space, Placed Targeting allows brands to target mobile consumers wherever they may be - work, home, vacation, commuting - by going outside geo-fences. Traditional geo-fencing techniques send SMS or email messages to shoppers when they are within a certain radius of a store. Through Placed Targeting, brands can target based on location as well as a consumer's connection to that business.

"Proximity is just one tactic when it comes to mobile advertising," said David Shim, Founder and CEO at Placed. "Placed Targeting brings lookalike modeling to location-based advertising, proactively reaching audiences throughout the real world versus waiting on proximity."

"BlueKai is a proven leader in online data management and their mobile audience data marketplace will bring depth and breadth to Nexage Connect," Ernie Cormier, CEO and president of Nexage. "Mobile data has come full circle, from being negatively compared to online data to having the mobile exchange-based model becoming the reference for all of digital advertising. Our partnership with BlueKai represents another important step forward in making mobile data a powerful currency in enabling agency targeting and retargeting, and enhancing the value of our premium publishers' audience."

Meanwhile, BlueKai and Nexage have partnered to integrate their platforms in the mobile space.Through the partnership Nexage's premium mobile ad exchange will combine with BlueKai's SaaS data analysis unit to offer mobile brands a more complete view into mobile actions and behaviors.

Jeffrey Frantz, Senior Director of Mobile at BlueKai said, "We all know that mobile has rapidly become a strategic channel for marketers, but without data intelligence, initiatives can fall short on targetability, scale and cross-channel consistency. Partnering with Nexage is another step forward to bringing data-targeting capabilities to the world of mobile and to enable marketers to achieve cross-channel marketing success."

Image via Shutterstock

Tags: BlueKai, mobile ad tools, mobile marketing, mobile targeting, Nexage, Placed

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