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BizReport : Advertising : August 06, 2014

Platform offers one-to-one programmatic options

Programmatic is taking another step forward with a new solution from NinthDecimal, formerly JiWire, and partnerships with several major mobile hubs. The Programmatic Mobile Audience Solution offers both individual brands and agencies the ability to use mobile audience targeting with programmatic buying options.

by Kristina Knight

According to predictions from eMarketer and AdExchanger mobile programmatic spending should account for about 20% of the total digital spend next year. For many brands in the mobile space, lack of targeting has been a stumbling block to more widespread mobile adoption. Through the NinthDecimal offering, along with their partnerships, brands should be able to bring mobile programmatic to scale with solid data to back up the ad buys.

"The opportunity to buy mobile audiences programmatically has been one of the biggest barriers to brands boosting their mobile ad spend," said Doug Kofoid, EVP Global Solutions at VivaKi. So much mobile inventory exists today, but without good audience data, it's much less valuable. To deliver true ROI on mobile buys, brands need the capabilities that NinthDecimal delivers with granular targeting and transparent services."

NinthDecimal is partnering with Adelphic, Lotame, Oracle Data Cloud and Turn, enhancing their customers' targeting abilities through the partnerships.

"NinthDecimal's new solution brings sophisticated audience targeting to programmatic mobile campaigns for the first time," said Michael Fordyce, CEO of NinthDecimal. "Advertisers finally get the best of both worlds, combining the efficiency of programmatic buying and the effectiveness of precise audience targeting. We're proud to be the first company to offer this capability to satisfy what is expected to be a booming new advertising market."

Image via Shutterstock

Tags: advertising, advertising tools, NinthDecimal, programmatic advertising

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