OpenX and AdTruth Team to Deliver Mobile Targeting Capabilities [Professional Services Close - Up]
(Professional Services Close - Up Via Acquire Media NewsEdge) OpenX Software, a provider of digital and mobile advertising technology, and AdTruth, a company focusing on device recognition to improve digital advertising, announced a partnership to deliver more effective mobile ad inventory sold through OpenX Market, OpenX's Real-Time Bidding (RTB) platform.
According to a release, advertisers will be able to recognize and reach targeted audiences at scale on mobile devices through a global RTB exchange across both mobile web and mobile application inventory, a capability possible via AdTruth's mobile bridging technology. Publishers and app developers will benefit by being able to more accurately define their audiences, leading to improved eCPM for publishers and better advertiser ROI. These AdTruth-powered benefits will be available to OpenX Market users in the second quarter of 2013.
Unlike traditional online advertising, for which there are a number of techniques to identify and target users, mobile advertising has been hindered by limited audience recognition capabilities. This has slowed the adoption of RTB in the expanding mobile market. AdTruth's patented device recognition technology anonymously identifies consumers whether they are using their device for apps or to browse the mobile Web. AdTruth fills the gap where cookies do not perform, ultimately resulting in increased ROI for the marketer. As a result of this partnership, advertisers using OpenX Market can now execute mobile campaigns with greater accuracy, efficiency and duration, while respecting consumer privacy.
"The trend in the industry toward mobile advertising and programmatic buying is a growing element of the media buying mix," comments Carl Uminski, chief operating officer of global mobile marketing company, Somo. "However we desperately need a privacy by design, universal, audience identification and targeting capability for our advertisers in mobile. With the availability of AdTruth DeviceInsight ID in OpenX Market, we can now take mobile advertising ROI to the next level quickly."
The OpenX/AdTruth partnership provides publishers selling mobile inventory the ability to price their mobile inventory at a premium that accurately reflects the greater value it offers to advertisers when it is made available through OpenX Market. AdTruth's privacy- by-design approach ensures that no personally identifiable information or data is collected or stored.
"We're excited to work with AdTruth to present a fundamentally new capability in the mobile exchange space," said Jason Fairchild, chief revenue officer, OpenX. "For too long, mobile advertising - with all of its great promise - has been hobbled by the inability to recognize and reach users with accuracy across both mobile Web and application inventory. Enabling OpenX Market advertisers to easily access mobile inventory at scale with the enhanced recognition provided by AdTruth is going to dramatically improve industry economics for both advertisers and publishers."
"AdTruth is committed to providing advertisers with the critical link between users and their mobile devices," said James Lamberti, vice president and general manager, AdTruth. "Based on feedback from brand, agency and network customers, we've created a privacy-by- design device recognition technology that delivers the universal identification layer needed for strong ROI for marketers and publishers alike. Offering this solution to the buyers and sellers using OpenX's RTB platform marks a significant step forward for the mobile advertising ecosystem."
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