Red Fox Media Launches First Cookie-less Programmatic Ad Platform
- Wednesday, January 13th, 2016
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Red Fox Media has launched AdAppTive, which it claims is the first cookie-less programmatic ad platform that works across mobile devices, including apps, sites, email and newsletters. The launch comes after Red Fox secured £420,000 funding through the firms existing angel investor syndicate, ESM Investments, and the Scottish Investment Bank.
In total AdAppTive has benefited from a £1.4m investment over the past three years of its development. It combines advertisers’ own customer data with over 1,000 demographic and lifestyle variables for precise targeting. It currently has 40 advertisers on board, and partnerships with publishers including Bauer, the Evening Standard and the Independent.
“AdAppTive resolves a key problem that has been plaguing digital media – both publishers and advertisers – that the cookies relied upon to ensure advertising is targeted dont work when websites are viewed through apps, instead of on a browser,” said AdAppTive co-founder and chief executive, Marcus Brook. “In an age where more than half of all page views are made on smartphones, AdAppTive is set to make reliance on cookies a thing of the past. It offers a real alternative to the browser-only advertising options which the industry has been using for years, while improving the returns for both publisher and advertiser.”