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BizReport : Mobile Marketing : December 11, 2014

Mobile Roundup: Solutions to ease mobile ad friction

Three new solutions into the mobile space this week could lessen the friction felt between brands in the mobile space and ad platforms.

by Kristina Knight

First, PubNative has launched the Mobile Native Adapter, a first of its kind solution and allows for the use of programmatic buying within the native ad space at scale. The launch gives demand side platforms, mobile ad networks and other ad sources to access native ad inventory; the platform uses data from app stores and other creative to tailor campaigns into units that fit publisher sites.

"Today, more than 90 percent of mobile demand does not support native formats," said Ionut Ciobotaru, PubNative co-founder. "Our technology tackles this challenge by enabling all programmatic demand sources to effortlessly access native inventory. At the same time, publishers profit from a wider range of diversified and relevant demand for their native ad units, thereby increasing ad relevancy as well as eCPMs."

And Placewise Media has partnered with Casale Media's Index Exchange; the partnership will give Placewise retailers real time, location-targeted access to shoppers. Placewise holds about 600 shopping and grocery destination websites and connects with more than 10 million shoppers through desktop and mobile devices.

"Our online and mobile marketing elements are often the last segments of media content a shopper engages with before making a purchase," said John Dee, President of PlaceWise Media. "Index Exchange provides us with access to programmatic demand from leading DSPs and Agency Trading Desks, helping brands get in front of the right shoppers at the right time, and helping us maximize our return on traffic."

Finally, 3Scale has launched APIcast, a cloud-based API proxy that lessens the time it takes to get an API going. The platform works without backend coding and supports up to 50,000 API transactions daily. The solution allows users to run low volume production APIs without local code deployment.

"3scale's overall objective is to make it easier and cheaper to launch and operate an API", said Steve Willmott, CEO at 3scale. "Helping to grow the API Web is at the heart of everything we do and the APIcast cloud-hosted gateway helps make that happen by making APIs even easier to launch and run."

Image via Shutterstock

Tags: 3scale, m:commerce tools, mobile commerce, mobile marketing, Placewise Media, PubNative

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