AudienceScience, a provider of digital marketing technology, has taken a step into mobile marketing with its updated Gateway platform, and the addition of mobile targeting capabilities.

Gateway now enables brands to access rich, first-party behavioural data about mobile users, as well as integrate with third-party data sources, in order to target users based on custom mobile behaviours. Campaigns can then be delivered to mobile web, display or in-app ad inventory, across devices, to their custom audience segment of choice.

“We’re excited to offer our customers a unique way to leverage mobile advertising using our platform,” said AudienceScience president Mike Peralta. “We have a vast amount of unique data points that are only available through the AudienceScience Gateway. According to the IAB, in 2010 mobile only accounted for 2.1 per cent of internet advertising—this number is expected to rise to 15.2 per cent by 2016. Already we are seeing an increasing number of advertisers integrating their servers for these channels which offer a powerful way to target customers across the whole digital landscape.”