New partnership between AdColony and NinthDecimal gets serious about mobile location and video intelligence

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AdColony, the mobile ad platform, has partnered up with location data-powered marketing firm, NinthDecimal, to bolster the companies’ strategic offerings and campaign tools.

The two companies have said that they’re bringing together their respective technologies to provide new capabilities within consumer attention and purchasing behaviours.

Mobile presents a prime opportunity for cross-screen advertisers and location data facilitates a shift towards a richer integration of video formats and high-impact mobile ads. It’s the concoction of sight, sound and motion in premium apps, as well as strong consumer insights based on location data that the two companies hope will entice retail and automotive as well as brands to reconsider their campaign options.

AdColony will integrate NinthDecimal’s Location Graph, which is an audience intelligence platform, across its True Audiences management platform. In addition, the company will be implementing the NinthDecimal Location Conversation Index for campaign ROI measurement and attribution.

In return, NinthDecimal clients can now access AdColony’s location data from the publisher platform and tap into its high-definition mobile video ad solutions.

Will Kassoy, CEO of AdColony, says that 2017 is somewhat of a turning point in digital advertising.

“2017 is a critical inflection point for our industry, where digital spending will be larger than TV. We believe we are well positioned with the largest platform of TV-like, full screen, 100 percent viewable mobile video, and together with NinthDecimal we can provide even better targeting and results for brands. NinthDecimal is the clear market leader in harnessing physical-world data. More and more, brands want proof their paid media is moving the needle and driving real outcomes, and with this partnership, we will be able to provide our brand advertisers a full suite of location solutions, from customer insights to audience segments to attribution, all tied to our market-leading video products and aimed at delivering physical-world outcomes for our clients across the most popular mobile apps and sites in the world.”

Among the new features the True Audiences platform will boast are 10,000 custom audience segments for marketers as well as new targeting features using Location Graph’s mobile location data.

AdColony adds that it plans to standardise on NinthDecimal’s Location Conversation Index so that cross-screen measurement features can be perfectly optimised and evaluated across mobile and desktop campaigns.

Michael Fordyce, CEO of NinthDecimal, explains:

“It is an honor to partner with the leader in mobile advertising creativity and outcomes. AdColony’s HD video technology, top SDK footprint among top apps, high quality location data and international presence in key markets is a strong complement to NinthDecimal’s market leadership in omni-channel data, targeting and measurement. By integrating AdColony’s mobile location data into our marketing platform we are creating immediate growth opportunities that span our entire portfolio of solutions.”