Companies Enriching Publisher Mobile Inventory with Behavioral Insights
LONDON – PubMatic, the marketing automation software company for publishers, announced it has signed a partnership with Statiq, a leading location intelligence platform, to incorporate Statiq’s mobile audience data insights derived from 85 million mobile device audience profiles into existing publisher data sets. This enriched mobile inventory will be made available to media buyers through PubMatic’s Media Buyer Console. The partnership, the first for Statiq’s Publisher Data Cloud initiative, will increase the value of a PubMatic publishers’ mobile inventory by providing buyers with the ability to more accurately target a particular audience segment. Currently available in the UK and France, the partnership will expand to additional EU countries by the end of the year.
[email protected] partners with @Statiqteam to enrich it’s publisher mobile inventory with behavioural insights
According to eMarketer, nearly 2.5 billion people currently access the internet from their mobile phones. A mobile moment is that instance in which a person pulls out a mobile device to get what he or she wants, immediately and in context. To a publisher or advertiser, this is a joint effort where a publisher helps define an environment for an advertiser with a specific objective. The current challenge facing the industry is that a consumer’s state of mind and intent during this ephemeral moment is far less predictable on mobile. This agreement will help publishers and advertisers understand these moments in time and collaborate to target them more deliberately.
“Statiq has pioneered the use of location to understand consumer behavior and the ability to utilise this audience data to enrich their mobile inventory is becoming increasingly important to publishers,” said Tim Finn, CEO, at Statiq.
Tim Finn continued: “Up until now, the advertising dollars spent on mobile haven’t matched the audience migration. Providing this enhanced visibility and targeting capability will go some way to reassure advertisers that their messages are reaching the right audiences. As one of the leading marketing automation software providers for publishers, it made perfect sense to choose PubMatic as our first supply-side data integration partner.”
Bill Swanson, Vice President, EMEA at PubMatic added: “PubMatic’s mission is to help publishers realise the full potential of their digital assets and partnering with Statiq in this way, allows us to enrich the mobile inventory on our platform, increasing its value to our buy-side partners. Because of this, we expect to see a significant uplift in bidding activity and increased fill on this enriched inventory. We are delighted to partner with Statiq, and we look forward to expanding our relationship with them as they build out their territory coverage over the coming months.”
PubMatic is the leading marketing automation software company for publishers. Through real-time analytics, yield management, and workflow automation, PubMatic enables publishers to make smarter inventory decisions and improve revenue performance. Focused on serving the needs of premium publishers, PubMatic inspires buyer confidence by providing flexibility in audience discovery and planning media campaigns through its Media Buyer Console and APIs. The company’s marketing automation software platform provides a global roster of comScore publishers with a single view into their advertiser relationships across every screen, every channel and every format. PubMatic was ranked by Deloitte as one of the fastest growing companies in the US for the fourth consecutive year in 2015. The company has offices worldwide, and is headquartered in Redwood City, California.
Statiq is a leading Location Intelligence Platform helping digital marketers to drive meaningful results in their mobile and cross-device campaigns by unleashing the power of real-world consumer behaviour, Statiq’s technology processes billions of location data signals to understand relationships between mobile devices and the places they visit. This solution enables Statiq to derive privacy compliant geo-location profiles and powers its suite of location derived audience targeting, analytics and measurement products. The company is headquartered in London with offices in Kiev. For more information visit www.statiq.co
PubMatic is a registered trademark of PubMatic, Inc. Other trademarks are the property of their respective owners.