AOL and Criteo Among First to Leverage Functionality to Expand Mobile Reach
BOSTON, MA – Nexage, the premium mobile programmatic marketplace, today announced the ability to support advanced mobile web retargeting, fulfilling the strategic goal of engaging consumers as they move throughout their day. This functionality creates extraordinary value for publishers with mobile web properties, enabling them to tap into retargeting spend.
The consumer shift to mobile is disrupting advertising. In response, agencies and advertisers are now moving more and more budget to mobile. The challenge is that the tools and processes that they rely on in desktop, such as a universal, persistent cookie, were not available in mobile. The launch of Nexage’s retargeting functionality — for both Android and iOS — changes that. This capability opens up the floodgates to retargeting spend and provides media buyers the ability to reach consumers that are increasingly showrooming, shopping and buying on mobile devices.
“Mobile is a large part of our business and we’re delighted that we are now able to target our users on Nexage’s mobile inventory,” said Jonathan Wolf, Chief Product Officer of Criteo, the performance advertising technology company. “Our business relies on being able to serve individually personalized ads to users, and our relationship with Nexage allows us to extend that personalization to their partners. This is further evidence that mobile targeting is now mainstream.”
“Retargeting is very important to our advertising clients,” said Luke Matyja, Director of Mobile Supply at Advertising.com, a division of AOL Platforms. “Retargeting and predictive segments have been high performing areas of our business for years. Until recently, it has been a challenge to extend these offerings to mobile supply-side platforms and exchanges. Working with Nexage and others on innovative solutions allows us to continue to deliver great results for our advertising clients through improved audience reach and impact.”
Increased brand spend through retargeting will have a positive impact on publishers selling on the Nexage Marketplace. The impact is driven by the dual value of programmatic and retargeting: enabling buyers to target and buy the impressions they want along with the value of accelerating consumers through the sales funnel via retargeting. As a result, publishers with mobile web properties can expect to realize noticeable CPM and overall yield gains.
“Nexage has a long history of moving the mobile industry forward — our work with retargeting is no different,” says Mark Connon, CRO & EVP of Corporate Development of Nexage. “Our technology drastically opens up opportunities for media buyers and advertisers to connect users across screens — and represents a key turning point in mobile advertising.”
Nexage is committed to advancing the industry, which started with being first to market with mobile RTB, then initiating the massive shift to programmatic and now, with retargeting.
Nexage is the leading premium marketplace in mobile advertising, helping leading publishers and developers make money while enabling advertisers to reach audience at scale. The Nexage Marketplace delivers the full power of programmatic markets, enabling publishers and media buyers to trade via programmatic direct, private exchange, RTB and mediation. Nexage Connect delivers integrated first and third party data, including behavioral, contextual, enriched location, universal identifier, and privacy data to enhance targeting and retargeting. Nexage Protectdelivers a suite of brand safety controls to advertisers and publishers. Nexage serves customers on a worldwide basis with offices in Boston, New York, San Francisco and London. Come visit us at www.nexage.com or follow us on Twitter @Nexage.