Media company Matomy, has rolled out the MobFox mobile premium private marketplace (PMP), which is powered by data to enable advertisers to acquire traffic from tailored audience packages in order to target their campaigns.
The new PMP integrates first-party data from supply partners and data from MobFox’s data partnerships for more accurate segmentation. Publishers get enhanced control and user segmentation for buyers to meet their KPIs.
Kumaran Sambandam, VP MobFox Exchange, explains that the advertising market is currently shifting from RTB buying to data-driven buying.
“We’re taking media buying to the next level by providing our partners with the ability to acquire audiences in customized deals across all formats, including video. Following our recent partnership with Factual, providing our media buyers with better segmentation at scale is the next step in becoming a leading data-driven mobile company. This creates a win-win situation for publishers and advertisers-by providing more relevant ads, the data-enriched marketplace will enable an improved experience for users.”
MobFox has connected to over 175 DSPs and is in use by more than 40,000 iOS and Android apps. The company has a good record of providing clients and partners with access to mobile programmatic advertising solutions, such as SSP and mobile, video and native advertising inventory management via a real-time bidding marketplace.
Gil Klein, EVP at Matomy, adds:
“We are excited to launch our new PMP offering which will enable our developers to offer their audiences’ profiles programmatically to buyers, at scale. Whether it’s a preferred deal or a private marketplace engagement, our demand partners will be able to bid for the audience segments and users with which they are looking to engage.”