To target ads across mobile devices, OneSpot uses identifiers such as Apple’s Identifier For Advertising (IDFA) and mainly uses the inventory from traditional exchanges, but is looking into working with pure mobile exchanges in the coming quarters, Cohen said.
OneSpot’s client roster includes consumer-facing and B2B companies such as Unilever, Dell, Rackspace, Johnson & Johnson, Mutual Mobile and Monetate.
OneSpot’s overall goal is to make the creation and delivery of ads as simple as possible, Cohen added. “Optimizing each piece of content presents a huge opportunity for real-time bidding, but there’s an incredible amount of complexity in RTB that makes it challenging for marketers," he said, “so we try to hide as much of that complexity as we can for our clients.”
Chris Boyles, content director of Mutual Mobile, an app development and marketing firm, said he appreciates the “automatic” quality of OneSpot’s platform. The company, in which WPP Digital acquired a minority stake this summer, turned to OneSpot to help it promote its new blog, The Push.
If an ad isn’t getting many clicks on a site, Boyles noted, “We can quickly see that in the reports, but since OneSpot’s algorithm does a good job of deciding where to place the ad and monitoring the results, we rarely have to make a manual decision, which saves us a lot of time.”