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."