Chinese mobile demand-side platform (DSP), Lomark, has officially released DSP+, which integrates a marketing service mode as well as a ‘local advertising service + DSP + DMP’. According to the company, this makes it the first service-oriented mobile DSP in the country.
Lomark releases new DSP
As China’s mobile ad industry picks up speed and competition intensifies, programmatic buying is forecast to reach an outbreak period over the coming three years, says Lomark. However, programmatic buying continues to face challenges, including messy environments for brand communication. The new DSP+ updates the mobile DSP product mode, enhancing its value of product-centric to customer-centric. The platform includes local data analytics, creative design, effect evaluation and management. According to the company blog:
“The construction of Lomark’s DSP+ platform adheres to the user-centered principle, and starts from the perspective of advertisers in platform construction, technology research and development, function setting, visual optimization and even the tone and style of the interface. The platform supports the “dual channel” mode of RTB+PPB programmatic buying, and strives to present an integrated service platform which is simple, flexible and can bring about efficient communication value for advertisers, as well as avoid the waste of resources resulting from complex media buying.”
Lomark raised $30m in Series B funding led by Kleiner Perkins Caufield & Byers (KPCB) late last year. Founded in 2010, it has offices in 45 cities across China. It faces competition from analytics industry giants such as Baidu, Alibaba, Google China and Youku.