The 360 Platform Enables Advanced Cross-Device Consumer Targeting for Publishers and Marketer
London – Improve Digital, Europe’s leading programmatic advertising technology provider for publishers and media owners, continues to invest heavily in the mobile space with the release of Hyper Local Targeting for mobile web and in-app advertising inventory. The location-based solution will enable publishers to fully monetise their audience and content assets regardless of platforms – desktop, smartphone, and tablet.
Released as a new feature within Improve Digital’s 360 Platform, Hyper Local Targeting allows publishers to target mobile users based on their precise location via device GPS. This helps advertisers deliver the right message at the right time. Further, it opens up new sales opportunities for publishers, tapping into new classes of ad spend built around on-the-go consumers. Hyper Local Targeting allows publishers to further extend their mobile efforts, a fast growing and critical piece of the advertising marketplace.
“Mobile is huge growth area in digital media, expected to represent more than half of overall display ad spending by 2018,” says Joelle Frijters, CEO at Improve Digital. “Without doubt mobile is a critical part of the advertising mix. It is therefore imperative that publishers adopt a multi-screen strategy, not only to drive revenues, but to ensure they stay connected to both advertisers and consumers.”
In using Hyper Local Targeting, publishers can target their users on a more granular level, whether through direct campaigns, premium programmatic sales, private exchanges, or open market RTB. While geographic targeting has always been possible for display advertising, it has usually been limited to postal code, city, state, region, or country level. The granularity allowed by handheld devices is unprecedented, allowing for targeting to a radius as small as ten meters. For example, advertisers, agencies, and other buyers can be more specific and create locations grouped by building type, whether museums, supermarkets, or train stations.
“The rate of change across the mobile advertising industry is unprecedented, and in response to this transformation industry leaders and operators need to adopt new tools and techniques,” said Chris Babayode, MD EMEA for the Mobile Marketing Association. “By advancing the state of play for publishers with Hyper Local Targeting, this tool will help the industry transform quicker and respond to the opportunities presented by the fact that nothing gets you closer to your consumers than mobile.”
Improve Digital currently works with over 250 of the top publishers and media owners in Europe and, through them, supports the marketing efforts of tens of thousands of advertisers.
About Improve Digital
Improve Digital is Europe’s leading independent publisher monetisation technology provider. Committed to increasing revenue for media owners, it provides an innovative platform to automate and improve the monetisation of advertising and audience, across all screens, and through all public and private sales channels. The company works with over 250 of the top publishers and media owners across the globe. Improve Digital is headquartered in Amsterdam, with offices in the UK, Germany, and Spain.
In 2014 Improve Digital yet again ranked within Deloitte’s Technology Fast50 list, its annual selection of the 50 fastest-growing technology companies based on revenue growth over the last five years.