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What is a Mobile Demand Side Platform?

March 15, 2013 in Blog

Mobile Demand Side Platform

Some companies claiming to be “mobile demand side platforms” are veiled mobile ad networks, or at least they’re mobile ad network-like. Which is to say they may be taking margin without disclosing price paid to the client.

Others may be more transparent, buying on a per-impression basis and charging licensing fees as a standard DSP would do. These companies may bring bidding and optimization features, and data sources, geared to capturing impression opportunities among the confusing array of smartphones and tablets.

We asked a few people for their take on this frequently applied label.

“Mobile DSPs need to unlock the marketing potential of the largely anonymous mobile inventory available in market today. Mobile DSPs require advanced technology that enables faster and more complex processing on a much larger data set. Mobile DSPs need to collect, combine, analyze and process massive amounts of real-time data in order to execute successful campaigns.  Decisions must be made based on real-time analysis of over 100 mobile data points.

There are factors unique to mobile that DSPs must be able to handle across operating systems, browsers, apps, locations, and thousands of devices. An effective mobile DSP must offer robust solutions for each of these fundamental challenges:

  • Variability in data availability
  • User identification
  • Audience intelligence and segmentation
  • Tracking

Of course bidding, targeting, and optimization tools are also required. However they must be designed to consider mobile-specific data to drive real-time consumer behavior and positive ROI.”

To read the article in its entirety, visit AdExchanger.

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Meet the 21 Most Powerful Women in Mobile Advertising

July 11, 2012 in Blog

Mobile AdvertisingWhen we compiled our list of the most important people in mobile advertising — the Mobile Power List 2012 — it contained one depressing anomaly: They were all men.

While there are plenty of influential women in the business, most of them have CEOs above them who are male. When women are CEOs, it tends to be at smaller companies they founded themselves.

So we set out to find and rank the most powerful women in the mobile ad business.

First, we asked our readers to submit nominations. To ensure the nominations weren’t self-serving, we also asked you to submit two nominations from other companies, rivals or colleagues.

This is not a complete list of every influential woman in mobile advertising, obviously. We chose the women with larger client bases, greater revenues (or spending) further reach, larger staffs and more innovative ideas than their peers. There are plenty of women who could have been named to the list, but because they work for companies where there is a peer company that employs an even more powerful woman, we didn’t include them here. We also discriminated against companies that aren’t specific about their revenues, employee headcounts and user reach.

The result is a list that counts not just the most important women in the business, but the women who are also the most prominent for their company type. (For further detail, we discuss the methodology behind the rankings at the end of the list.)

#21 Jennifer Lum

Adelphic Mobile only launched this year but Lum makes it onto the list because of her resume and connections: She was vp/advertising operations at Quattro Wireless, the company that was acquired by Apple and turned into iAd.

She’s been in mobile advertising since 2005, and mentors and invests in other small mobile companies.

We’re curious to see how successful Lum and Adelphic’s “predictive data platform” will be.

To read the article in its entirety, visit Business Insider.

The post Meet the 21 Most Powerful Women in Mobile Advertising appeared first on Adelphic.

4 Mobile Marketing Trends to Watch

April 17, 2012 in Blog

mobile marketingAs a marketing professional, I spend a lot of time learning and educating on digital trends. With the current rate of growth, mobile marketing has been one of the most exciting to monitor. The data on user adoption is changing almost daily, with consumers actively changing the way they consume, share and publish.

To keep up with these changes, brands and media companies are regularly making advancements that affect our industry. For this column, I spent some time with my agency’s mobile strategy team to define the top four current trends.

More Data Capture, More Targeting
Advertisers have been able to target by location, content and demographics for some time now. Recently “social targeting” and retargeting across mobile-enabled platforms has emerged. The new capabilities represent a significant opportunity to hone ad delivery. They also allow for greater customization of messaging.

Social targeting (e.g., partners like LocalResponse, Twitter, and Facebook): Scrapes social conversations tied to location to target users. Great for determining very specific communication opportunities.

Retargeting (e.g., partners like Tapad, BlueCava, and Adelphic): Uses connected devices that require registration to trigger usage patterns. Technology can then serve ads based on data collected.

The “Holy Grail” will be a connection point and solid data capture between all digitally enabled platforms (desktop, IPTV, phone, and tablet) … but you can’t be too greedy.

Content Is Adapting
With the proliferation of more digital access points, the attention span of customers is more and more limited. The content should mirror the expectations of the user and brands are starting to use this research to guide asset development across mobile and tablet devices, making content more accessible across all formats (app or mobile web).

Brands should be developing content tied to the consumer’s primary needs. This is true if you are running standard ads in mobile media placements or if you are developing content for organic distribution (e.g., Flipboard). Content development and distribution have positioned marketers as an advertiser and a publisher. It is important to understand the demands on a brand’s content in an always-on, connected culture.

Social Media Is at the Forefront
We have all heard (and agree) that a mobile device is the most personal technology a user constantly accesses. It is unsurprising that social represents a majority of a consumer’s time in mobile. According to comScore, 45% of all Facebook traffic and 55% of all Twitter traffic is mobile. Unlimited access via mobile is not just changing how people access the social web, it’s changing what they do when they get there.

Activation, Activation, Activation
Engaging consumers through mobile continues to be a hot topic. Many brands are trying it out, for right or wrong. I see the opportunities focused in four main areas: visual (QR codes), mobile visual search (Google Goggles), audio (Shazam), and native (SMS, MMS).

QR codes have reported the largest growth (63%) in the past six months. Activation through mobile can be a great opportunity to extend the conversation from a traditional medium and represents a tracking mechanism. However, it is only as good as the content provided; it needs to be done at the right time with the right content, providing value to the consumer.

These represent just a few top trends for mobile; with the seismic change in the industry, many of these developments will likely be outdated in just a few months.

To view the article in its entirety, visit Mashable.

The post 4 Mobile Marketing Trends to Watch appeared first on Adelphic.

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