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Mobile Roundup: Integrating with TV, premium marketplaces and app intalls
Several moves in the mobile space this week is indicating a new focus on the mobile space for 2014. Here are the details:
First from Yahoo and Mocean Mobile a new premium ad marketplace specifically for mobile. Called the Mocean Mobile Marketplace the platform is a mobile first option set up to help publishers manage mobile campaigns; the platform uses premium inventory that is targeted based on Yahoo's Ad Exchange data.
"We want to help publishers maximize revenue and advertisers target mobile campaigns based on our audience insights - and our work with Mocean Mobile combines Yahoo's scale, efficiency, publisher controls, and data with their high-quality mobile inventory to do just that," said Brian Silver, Vice President, Ad Platforms for the Americas, Yahoo. "Following our launch of the Yahoo Ad Exchange at CES, we have moved quickly to integrate with premium partners and make it easy to create mobile campaigns with the precise targeting of real-time programmatic buying, all in a single platform."
Meanwhile a partnership between App Tap and Publisher's Clearing House has resulted in 'high quality' app installs for third parties. Through the partnership App Tap's recommendations are pushed to exclusive gaming consumers within PCH properties. The results - 25% increase in click-to-install rates and 55% increase revenue for appvertisements.
"Publishers Clearing House's mobile products unique value comes from the ability of Liquid Wireless to bring their substantial user base - who enjoy playing on mobile devices - directly to the apps they are most likely to love," said Matt Callaway, CEO, AppTap. "AppTap's recommendations engine and Liquid Wireless' first-party-data enables us to deliver the right apps, to the right user, at the right time - while also optimizing revenue for Publishers Clearing House's mobile properties. This powerful combination enables us to deliver scale and quality for our app customers and revenue for PCH mobile properties."
Finally, PlaceIQ is partnering with Rentrak to extend television advertising into targeted mobile ads. Through the partnership Rentrak will integrate their television ratings data with PlaceIQ's audience building platform to offer thorough mobile targeting.
"The partnership with Rentrak adds a very tangible dimension to PlaceIQ's understanding of audiences based on the content, frequency and usage of consumers' TV viewing behaviors," said Duncan McCall, CEO of PlaceIQ. "We are seeing groundbreaking new opportunities emerging from our pilot campaigns with Rentrak, and we're looking forward to making this offering available to more brand advertisers in 2014."
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