Aggregated data from Velti's RTB mobile ad exchange, called Mobclix, will now be a part of the data available for BlueKai clients, which will expand reach and better target mobile and cross-platform campaigns. Velti publishers, then, will receive revenue from sharing this data, in addition to current revenue streams from advertising.
"One of the most important things when you look at mobile advertising is enriching the inventory and figuring out how to attach additional data to it so it adds value for advertisers," Velti CMO Krishna Subramanian told AdExchanger. "Advertisers are familiar with buying online in the display space and leveraging third party data there, through companies like BlueKai. Brands know which audiences and which segments work well and they know how their campaigns resonated with audiences. We want to bring that continuity into mobile."
According to Velti, the Mobclix Exchange currently delivers 30 billion monthly impressions, with access to 35,000 app publishers and 300 million mobile devices. Both companies have privacy policies in place, and the aggregated, anonymous data includes both intent-based and demographic information.
By providing deeper insights into mobile marketing and advertising, and increasing the amount of data available, the partnership will add scale for BlueKai and will improve the way marketers analyze the mobile ecosystem, giving a boost to Velti, which provides marketing services and advertising opportunities via mobile and tablet.
"The mobile ecosystem is continuing to grow and, from an advertising perspective, marketers are always trying to identify what the true value of mobile is," Subramanian said. "The more we can drive things from upper to lower funnel and drive conversions, the better it will be fore the entire ecosystem."