Jumptap has launched what it says is the first-ever Unified Audience Exchange. Jumptap says the exchange will enable online buyers, such as demand-side platforms (DSPs), agency trading desks and remarketers, to easily extend their display buying strategies and budgets to mobile in real-time, and achieve optimal performance for their campaigns.

Jumptap notes that the rate at which consumers now move from screen to screen, beginning a task on one device and completing it on another, presents a challenge to marketers who seek to reach desired audiences regardless of screen. Until recently, it adds, marketers were forced to conduct siloed display and mobile campaigns – with two separate budgets and audience identifiers – or resign themselves to using probabilistic matching to find similar users across screens.

Using the exchange, says Jumptap, online buyers will achieve two strategic objectives: seamlessly extend their display budgets to mobile in a programmatic environment, and have the ability to match their online audiences into mobile for the first time. Jumptap will match and enhance these identifiers at scale for the mobile environment, appending data-rich characteristics through its partnerships with more than 20 online and offline third-party data providers. At launch, Jumptap brings over 44m cross-screen user matches to the Unified Audience Exchange, a number it expects to increase significantly over time.

“The bridge between online and mobile is complex, which is why many online buyers were forced to run separate display and mobile campaigns,” said Adam Soroca, chief product officer at Jumptap. “With the launch of Jumptap’s Unified Audience Exchange, online buyers can now reach the same users across display and mobile with one pre-determined budget. In the era of cross-screen multitasking, this extended reach is critical to providing consumers with a holistic message and brand connection.”