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BizReport : Advertising : April 12, 2016


Ad Roundup: Platforms for mobile, targeting

In today's advertising roundup, three announcements that should strengthen brands' position on the web and in the mobile space.

by Kristina Knight

First, Manage has expanded their in-app advertising platform to include programmatic social media ad inventory.

"Social media ad channels are a crucial piece in this mobile space because they represent a key nexus of user diversity and engagement, enabling richer targeting opportunities for advertisers. Given the proprietary nature and nuances of each social channel's unique adtech stack, these networks are still a mystery to many in terms of efficiently buying at scale and avoiding siloed efforts," said Mike Ng, CEO, Manage. "Ultimately, we are expanding our unified platform to allow marketers to ubiquitously reach these in-app audiences wherever they are - both on social channels and through individual publishers via programmatic sources."

Meanwhile, Oracle has tapped 33Across to power their audience segments. 33Across data is based on more than 1 billion global users and those users' 30 billion social signals. The move should help Oracle's customers more effectively target and engage consumers across the web.

And Smartling has acquired Jargon, a mobile tech platform offering translation solutions for their clients. The acquisition should strengthen Smartling's Global Fluency Platform.

"To truly help enterprises with all of their localized content needs, a service provider must offer technology that handles every type of content. Companies need real process automation solutions across every platform and every channel," said Jack Welde, co-founder and chief executive officer, Smartling. "This acquisition augments our comprehensive API and impressive set of direct platform connectors, filling out the mobile channel in a way that no other company in the industry can match. This is the first of several strategic developments to come as we seek to expand our Global Fluency Platform's capabilities as well as our own market footprint through organic growth and acquisition."

Tags: 33Across, advertising, advertising tools, advertising trends, Manage, mobile marketing, Smartling










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