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BizReport : Mobile Marketing : September 29, 2015

Mobile Roundup: Tools to give mobile brands increased control

Three new releases into the mobile space could give brands more control over data, audience segments and targeting options. Details in today's mobile roundup.

by Kristina Knight

First, PushSpring has launched a beta version of their Audience Console; the beta version is geared to the mobile space, giving advertisers and brands the ability to create customized mobile audience databases. The tool provides data for more than 100 million unique device IDs in the US.

"PushSpring's Audience Console enables our partners to independently and easily create custom target audiences based on our own Personas, app presence or ownership, demographics, and device data such as type, platform, carrier, and location. PushSpring customers can then export IDFA and AAID custom audiences for nearly immediate use in their campaigns across available partner platforms such as Google's DoubleClick Bid Manager, The Trade Desk, and Centro DSP," says Karl Stillner, PushSpring's Chief Executive Officer and Co-Founder. "We will collect feedback during the Beta phase to refine the Audience Console to effective audience targeting and ease-of-use."

Meanwhile, Semcasting has released it's automated Site Visitor Attribution tool; the new tool gives publishers, brands and agencies access to attribution and multi-channel tracking, retargeting options and audience data.

"With 85 percent of consumers and virtually all businesses online, most audiences touch one or more digital venues on the way to a purchase. The challenge with attribution has been the attempt to chase a handful of matched purchasers back through the marketing channels they thought they may have touched," said Ray Kingman, CEO of Semcasting. "SVA changes the metaphor; instead of chasing a few buyers, SVA validates every audience member up-front, making the path to attribution fully defined across all platforms, tactics and transactions."

And Druva has launched an Android version of their Druva Mobile Forensics tool. The tool makes it simpler for mobile brands to collect and manage data.

"Data sprawl and the vast amount of information stored on mobile devices make collecting this data - and ensuring that is it forensically sound - extremely difficult during litigation, investigation and compliance audits," said Jaspreet Singh, CEO, Druva. "Druva is the only company in the data protection space enabling 100 percent data governance on Android devices while making data collection and monitoring automatic as well as transparent to end users."

Image via Shutterstock

Tags: advertising, Druva, mobile ad trends, mobile marketing, PushSpring, Semcasting

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