Ad network optimisation goes mobile
Improve Digital is introducing an integrated mobile offering to enable publishers to maximise income from their mobile ad inventory.
The move is in response to the rapid growth of the mobile advertising market. Among the key findings of the IAB UK’s mobile ad spend figures published in 2009: £28.6 million was spent on mobile in 2008, a figure almost double the previous year. Looking ahead, recent study by GroupM forecasts that mobile advertising spend will increase 19 percent to $3,3 billion in 2010.
The combination of mobile and online offering further strengthens Improve Digital’s footprint with premium publishers in The UK and Europe.
Publisher benefits include:
- Ad network representation: The platform connects to the optimal mix of mobile ad networks according to publishers’ content, audience, and brand safety requirements
- Real-time decision making: The platform decides in real-time which mobile ad network can best monetise each impression and select the highest paying ad network every time
- Brand control: The same comprehensive brand control capabilities that protect Improve Digital’s web publishers from unwanted ads, channel conflict, and ad latency issues will also extend to the mobile platform
- Audience insight: Mobile-specific data points such as device, user location, and user demographics are considered as part of the ad network and exchange selection process to maximise publisher revenue
- One consolidated management dashboard (web and mobile): Publishers will be able to manage and review comprehensive reporting and analytics from one consolidated dashboard that tracks both their Web based ad sales and mobile ad sales
