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BizReport : Mobile Marketing : September 02, 2009

Partnership allows tracking across multiple mobile publishers

Mobile marketers take note. A new partnership between Eyeblaster and Ringleader Digital could help track consumers throughout the mobile space, giving marketers a better handle on how to target them. The platform offers mobile marketers the ability to serve ads through multiple mobile publishers and track consumers across different publishing hubs as well.

by Kristina Knight

The partnership is between Eyeblaster's Channel Connect for Mobile and Ringleader Digital's Media Stamp. Using Media Stamp, advertisers may identify mobile devices through different mobile sessions, giving marketers a better feel for how the device is used. This can be crucial in determining how to target ads to particular devices. Through the partnership marketers can obtain better mobile information to improve campaign performance, get acquisition tracking, unique reporting and gain access to other metrics.

"The lines between online and mobile are blurring, and agencies need to demonstrate the ability to command both mediums intelligently while also providing clients with real-time campaign metrics," said Bob Walczak, CEO of Ringleader Digital. "The combination of campaign management and enhanced tracking capabilities are appealing to any advertiser using Eyeblaster and Ringleader Digital's Media Stamp capabilities."

Most importantly, this partnership gives marketers real-time advertising and targeting information, a crucial step as mobile moves forward. As more consumers turn to mobiles to access content, marketers need to be able not only to follow the consumer but to serve the consumer as they obtain that content. Offering highly targeted ads, based on behavior or context, is the best way to engage this audience.

Tags: Eyeblaster, mobile advertising, mobile consumers, mobile content, mobile marketing, mobile publishers, Ringleader Digital

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