Posts tagged "advertising"
If audience data is truly the currency of digital advertising and media-buying, then a new “predictive” audience data-targeting platform being rolled out today, could finally do for the mobile advertising marketplace what the litany of advertising technology platforms have done for the online display ad marketplace: become an organizing principle enabling advertisers and agencies to plan, buy and measure the effectiveness of vast amounts of unsold inventory.
The reason that no material player has yet emerged in the mobile audience data marketplace, say the founders of the new company, Adelphic Mobile, is the complexity of data signals that need to be aggregated, processed and analyzed to effectively target mobile users.
