Programmatic marketing and analytics software provider, DataXu, has just rolled out a Mobile Optimiser for Advertisers. The latest addition taps into the company’s OneView cross-device technology and machine learning system to expand marketing capabilities for mobile performance advertising.
DataXu provides mobile programmatic marketing and analytics tools
According to DataXu, the latest feature will allow marketers to increase their app install campaigns and increase engagement rates across a variety of devices and apps.
Ultimately, the Mobile Optimiser is based on the company’s existing OneView technology, but lets advertisers link audiences with consumer identification tags across devices. This gives a more complete and rounded picture of the end user and helps marketers to engage the right audience.
Mobile device ID and cookie data is being used alongside an advertiser’s DMP, CRM system and purchase history or behavioural data.
Ed Montes, Chief Revenue Officer, DataXu, explains:
“Mobile Optimizer for Advertisers leverages DataXu’s strongest assets – our world-class advanced machine learning capabilities and OneView cross-device technology – to process and filter massive amounts of data across disparate data sets in order to unlock the full potential of mobile for brands and their agencies. The most innovative marketers are recognizing the value of mobile applications and the data associated with them as the strongest bond between brands and their customers from both a customer experience and marketing intelligence standpoint.”