In a move to bundle global media targeting with cross-channel optimisation, media company Matomy Media Group Ltd. has officially launched mtmy, a new mobile advertising agency that offers a fully managed service. mtmy taps Matomy’s own Data Management Platform (DMP) to generate data for specific app user behaviour that it uses to optimise audience-targeting between channels.
mtmy provides programmatic video ad targeting among other features
The company says it offers a more holistic approach, whereby a high lifetime user is identified through behavioural patterns that are similar to an existing customer base. Its cross-channel integration of marketing activities aims to maximise return on investment across real-time bidding purchases and streamlines the process of working with multiple media partners.
Sagi Niri, COO, Matomy, says:
“mtmy is the first mobile performance agency that provides partners with a hands-on and smarter approach to advertising. At Matomy, we aim to build sustainable and successful partnerships for our advertisers. We offer the widest reach of engaged users using our proprietary platforms and technology. Advertisers are assured when working with us that the most powerful behavioral targeting is fueling each and every campaign.”
mtmy’s cross-channel optimisation tool targets a variety of media sources including Google, Facebook and Instagram to identify placements and find the best-performing one. In an effort to improve ROI on social media campaigns, the company also taps into predictive advanced analytics and Facebook Marketing Partner technology from ADQUANT.
It also covers a variety of mobile formats, for example video ads from its in-house video network that serves over 20bn video ads per month with 6bn impressions.
As a managed service, mtmy provides tailored media plans for its advertising partners.
Mor Meroz, VP of Clients, Matomy, adds:
“We are incredibly proud of the launch of mtmy as we’ve created the newest standard of service, one that advertisers will come to expect from our industry. mtmy is a holistic agency where advertisers enjoy a high level of strategic planning, creative cross-media optimization, and the true power of Matomy’s existing technology to not only meet current needs, but also plan and prepare to execute for future needs.”
The launch comes shortly after Matomy announced a strategic investment plan to improve its operations, technology and product development to focus on mobile, video and programmatic. mtmy embodies this commitment to invest in the latest technologies. It follows the launch of new offices in China, Korea and the US West Coast earlier this year.