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BizReport : Advertising archives : September 05, 2014

Online Roundup: Mobile acquisition, content tools and metrics partnership

Three moves in the online space may set up brands to not only create better content but measure campaign performance to increase engagement.

by Kristina Knight

First, an acquisition. ironSource had acquired the mobile game studio Upopa; ironSource is a leading digital delivery company. The acquisition will give their ironLabs platform mobile game creation experience.

"We are always looking for ways to bring new capabilities to developers that can help them turn their ideas into sustainable and scalable businesses," said Omer Kaplan, Deputy CEO of ironSource. "Upopa's emphasis on creativity and building a truly enjoyable user-experience dovetails perfectly with ironSource's focus on providing solutions that have the best interests of both the user and the developer in mind."

Meanwhile, Neustar has tapped comScore to partner for a validated metrics tool. Through the partnership Neustar will integrate comScore's vCE's MRC metrics into their existing PlatformOne offering. This should not only increase transparency but also help provide the right ad/right time/right audience targeting brands need.

"comScore vCE gives Neustar customers a very powerful, integrated tool to improve their campaign efficacy," said Ted Prince, Senior Vice President, Information Services, Neustar. "Our partnership with comScore is one of many important alliances we have made, and will continue to make, to ensure that PlatformOne is at the forefront of helping marketers drive ROI in an increasingly complex digital marketing ecosystem."

Finally, Contentful is launching a set of mobile content development tools for both Android and iOS devices. The SDKs will allow publishers and content developers to 'plug' Contentful into their app to publish new content.

"We see a lot of demand for managing content across mobile platforms. Existing CMS platforms have overlooked mobile and its ecosystem, relying on weak extensions to address the fragmentation of the mobile eco-system," explained Sascha Konietzke, CEO and cofounder of Contentful. "Our new iOS and Android SDKs easily integrate Contentful with mobile apps, eliminating the need for developers to manage content in the backend."

Tags: advertising metrics, advertising tools, content tools, Contentful, ironSource, mobile marketing, Neustar

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