Advertising solutions firm Marimedia has released a data analytics tool that aims to deliver unprecedented insights into mobile user behaviour and demographics to give advertisers access to precise mobile ad campaign targeting data.

The tool, launched through the companys Taptica unit, hopes to provide agencies, brands and app developers with an array of anonymised user behaviour, including impressions, clicks, conversions, purchases and money spent. The behavioural data is combined with key demographic details and enable creative and ad spend to be refined according to the customers target.

Taptica works with a growing database of user profiles that employs AI and machine learning, and currently holds 200m profiles with more than 100 data points per user. The data has been acquired from more than 10,000 mobile campaigns, and enables advertisers to make decisions on a big data-scale.

“With users migrating from desktops to the cookie-less environment of mobile devices in ever-growing numbers, the use of advanced tools to track behaviour and thereby enable targeted advertising is of increasing importance,” said Hagai Tal, CEO of Marimedia. “Now, with this new analytical tool, ad agencies, brands, app developers and others are able to make more informed decisions about their mobile advertising campaigns based on real-time anonymised data.

“Importantly, it also allows ad agencies to demonstrate value to their own clients, which, in turn, enhances our value to them. As a result, we are further differentiating our offer for the mobile ad market.”