Mobile ad platform Amobee has added Personal Argentina, the largest mobile network operator in Argentina, to its stable of customers. Seven-year old Amobee serves global brands and publishers, as well as mobile operators including Vodafone, Sprint and O2.
Personal Argentina will use Amobee's PULSE for Publishers platform to monetize its direct and remnant mobile advertising inventory by serving relevant and contextual ads. The platform's analytics capabilities and support for innovative ad formats will enable the mobile company to offer brands more visibility into a campaign performance. As such, they will be able to make better informed decisions and ensure that their mobile ads reach the right audience, while getting enhanced ROI on their mobile spend .
The service has been live on the Amobee platform for several months in a phased rollout, according to Mark Strecker, COO of Amobee, which was acquired by SingTel in March 2012. The company provides ad serving and analytics on an SAAS basis, being paid with a share of the revenue generated.
"Mobile network operators can use our platform not just for their own mobile inventory," Strecker said. "They can provide access to smaller companies, such as application developers or websites that want access to the reach and data and billing relationships that the mobile operator has."
At the same time, Amobee provides real-time ad mediation services, taking operators' remnant inventory and passing it to automated ad exchanges for sale.
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Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.
March 19, 2014