NinthDecimal Introduces One-To-One Programmatic Mobile Solution
- Wednesday, August 6th, 2014
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Mobile audience intelligence company NinthDecimal has unveiled its Programmatic Mobile Audience Solution, aimed at enabling brands, agency trading desks and publishers to buy sophisticated audience targeting for their programmatic mobile campaigns.
NinthDecimal has partnered with Adelphic, Lotame, Oracle Data Cloud and Turn in order to give marketers access to one-to-one audience targeting on some of the industrys largest programmatic platforms. Through these partnerships, NinthDecimal has over 300m buyable audience segments it can make available on each of the platforms, providing marketers with the scale needed for successful campaigns.
“The opportunity to buy mobile audiences programmatically has been one of the biggest barriers to brands boosting their mobile ad spend,” said Doug Kofoid, executive vice president of global solutions at VivaKi. “So much mobile inventory exists today, but without good audience data, its much less valuable. To deliver true ROI on mobile buys, brands need the capabilities that NinthDecimal delivers with granular targeting and transparent services.”
Mobile programmatic spending is predicted to account for up to 20 per cent of total digital ad spending by 2015, creating an estimated market opportunity of $11.7bn (£6.9bn). Advertisers have cited the lack of robust targeting as the number one obstacle to mobile programmatic adoption, and NinthDecimal hopes to provide a solution to that issue.
“NinthDecimals new solution brings sophisticated audience targeting to programmatic mobile campaigns for the first time,” said Michael Fordyce, CEO of NinthDecimal. “Advertisers finally get the best of both worlds, combining the efficiency of programmatic buying and the effectiveness of precise audience targeting. Were proud to be the first company to offer this capability to satisfy what is expected to be a booming new advertising market.”