AMI’s move to Amobee also means it will be leaving Kargo, another mobile-focused ad platform with a publisher list that includes College Humor, Elle and Vice. Kargo was a “great partner to get American media from where it was,” Bilman said.
Amobee will sell ads on AMI’s mobile web, tablet and in-app properties using both a private and public exchanges, Bilman said.
AMI will have access to user data collected across the entire Amobee network, which spans 1.4 billion mobile users globally accessing over a thousand publishers and ad networks. That access to first-, second- and third-party data was a big selling point on Amobee, Bilman said.
For the past year, AMI has focused on improving the mobile experience, particularly conscientious that “time and real estate are limited,” Bilman said. In addition to creating a pared-down experience for its mobile users, it has hired executives with digital backgrounds such as Bilman, who was brought over from Fox Mobile.
Mobile inventory can still be sold through an AMI sales force.
“Our direct-sales force still offers mobile in their portfolio. Now they’ll have some new innovative ad units they can sell as well,” Bilman said, referencing the Amobee 3D custom ad units that will be available to those buying AMI inventory programmatically or directly.