Real-time data broker for network operators, Smartpipe and Tamome, the programmatic mobile ad company, recently announced plans to help marketers launch real-time, privacy compliant mobile marketing campaigns through enhanced network operator data and targets.
Tamome tracking dashboard
Having secured its first operator customer in the Middle East, the solution will be rolled out there to begin with, followed by APAC, the US and UK.
Significantly, it is the only platform currently available for network operators to monetise privacy compliant consumer data using a unique technology to target the mobile ad ecosystem whilst providing a safe and secure environment. The company confirmed that:
“Smartpipe’s in-network solution sits safely behind operator firewalls, extracting data from operator databases and facilitating the secure delivery of anonymous information to the advertising ecosystem.”
Through Tamome, marketers then can buy inventory across their integrated exchanges and supply side platforms as well as target specific consumer micro-segments. Christian Louca, CEO and Founder, Tamome, says:
“There is increased demand amongst advertisers for distinctive demographic and determinist data on which to base highly targeted campaigns that deliver a true return on investment. This is what our partnership with Smartpipe can now offer and we are immensely proud to be able to offer this world-first access to highly valuable Network Operator data in a way which protects and enhances the consumer experience.”
The launch comes at a time when the mobile marketing industry has experienced growing demand for data-rich, algorithmic programmatic buying. Advertisers rely on high quality data to reach new consumers and keep up interest in the brands they represent. More accurate budgeting can ultimately reflect an increase in ROI. Tanya Field, CEO, Smartpipe, explains:
“The value of Network Operator data for advertising purposes has long been understood amongst the advertising industry, but has lacked the scalable technology, privacy compliance and business models required. We can now offer a data broker platform that is specifically designed for Network Operators to overcome their data delivery and privacy challenges, providing them with a vital new revenue stream while also offering advertisers a brand new opportunity to really tailor their campaigns.”