Ninth Decimal and AdColony Enter Strategic Partnership

Location-powered marketing platform Ninth Decimal and mobile ad platform AdColony have entered into a strategic partnership that they say will bolster both companies offerings across data, campaign planning, targeting and measurement. 

While location data has been applied to mobile display advertising for years, the companies believe that the opportunity to layer rich location data to high-impact mobile video formats offers an untapped opportunity for marketers.

Through the partnership, AdColony will be able to leverage physical-world behavioural data by gaining full access to Location Graph, NinthDecimals audience intelligence platform, to power AdColonys Audience Management Platform, True Audiences. AdColony has also chosen NinthDecimals Location Conversation Index as its preferred campaign ROI measurement and attribution platform.

In turn, NinthDecimal will have access to AdColonys location data from its publisher ecosystem, as well as the ability to expand its media solutions by leveraging AdColonys high-definition mobile video advertising solutions.

“2017 is a critical inflection point for our industry, where digital spending will be larger than TV,” said AdColony CEO, Will Kassoy. “We believe we are well positioned with the largest platform of TV-like, full screen, 100 per cent viewable mobile video, and together with NinthDecimal we can provide even better targeting and results for brands.”