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BizReport : Advertising : March 24, 2016


Ad Roundup: Announcements underscore importance of data

In today's advertising roundup, a merger, a partnership and a new release, all of which underscore the importance of data analysis for mobile and digital brands.

by Kristina Knight

First, Manage.com has tapped Aerospike to power it's demand side platform (DSP) for mobile. Mobile's platform offers fully managed programmatic mobile ads; tapping in to Aerospike's will increase their storage capacity by 10 times and will enable the storage of up to 1 billion rich profiles. The partnership will also increase Manage's ability to process and read data.

"Manage is serious about both the performance of its mobile DSP and operational efficiencies behind the scenes," said Brian Bulkowski, CTO and co-founder at Aerospike. "Their developers are leveraging Aerospike capabilities to meet SLAs and better utilize stored data while reducing manual tasks and storage costs. We're proud to be an enabling technology partner in the company's success."

And Unruly has made their outstream and native video formats available to Videology's US users.

"Our data revealed that viewability is the most used KPI in measuring the success of programmatic video campaigns. Videology clients who chose to access Unruly's inventory have the security of knowing that their ads will appear in viewable and engaging formats when bought through UnrulyX," said Kenneth Suh, SVP of Global Business Development at Unruly. "Videology is one of the world's leading converged advertising companies, and as such, our ability to offer viewable programmatic video with placements that only begin to play once in-view fits well with their overall emphasis on quality."

Meanwhile, ClicksMob and AppGrade are merging. AppGrade's focus is mobile video monetization while ClicksMob focuses on mobile performance. The merger should give brands in the mobile space additional opportunities to engage with customers.

"Mobile video has seen dramatic growth in the last 12 months and we expect it to further dominate the market in 2016, delivering higher engagement, better retention and a non-intrusive user experience for our direct advertisers," said ClicksMob CEO Chen Yahav Levanon. "In addition to the advanced optimization and pricing solutions we've developed, we've significantly stepped up our ability to match applications to specific users, while guaranteeing a much better user experience. User experience and the ability to match users with the most appropriate advertisers have always been and will continue to be our key objectives. The merger with AppGrade will allow us to bring extraordinary quality and significant added value to advertisers, publishers and users."

Image via Shutterstock

Tags: advertising, advertising data, advertising tools, Aerospike, ClicksMob, data tools, Unruly










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