Given the growing criticism of ad products that rely on third-party consumer data, finding alternatives are crucial, Pope noted: “If we can successfully build up a product that’s not reliant on third-party data but has second-party data as an option, that could be game-changing, but there’s work that has to be done to make that happen.”
Through the new partnership, VivaKi and Adelphic are developing custom audience segmentations that will enable advertisers to better target mobile consumers. While Adelphic also offers cross-device identification capabilities, VivaKi is focusing on its mobile capabilities, but “cross-device is something we’re talking about,” Pope added.
VivaKi expects to test the custom segmentations with one or two customers by mid-June and release the product by July. AOD Mobile also has partnerships with DoubleClick Bid Manager (formerly Invite Media) and BlueKai, a data management platform firm.
AOD Mobile has the smallest user base of the AOD suite, which includes channels for display, social and video, according to Pope. “AOD Mobile isn’t where [AOD] Display or Social are, but it’s still developing,” he said.
Founded in 2008 to provide digital solutions for Paris-based ad holding Publicis Groupe’s agencies, VivaKi became a standalone unit late last year. Adelphic recently appointed former WPP mobile exec Michael Collins to be its new CEO.