VivaKi is partnering with mobile demand-side platform (DSP) Adelphic Mobile to enhance programmatic ad buying for brands that want to reach on-the-go consumers.
The companies are announcing today that they’ll develop consumer segments based on mobile behaviors, while going beyond the cookie for targeting purposes. The firms also said they’ll aim to overcome a bevy of general mobile advertising obstacles, including location targeting, conversion tracking, return-on-investment measurement, creative standardization, rich media adoption and privacy compliance.
GroupM’s Xaxis and independent Media Armor are among vendors that offer similar mobile DSPs/audience-buying platforms.
Jason Pope, vp of VivaKi Audience On Demand Mobile, part of Publicis Groupe, explained why his agency wants to work with Waltham, Mass.-based Adelphic, a 30-month-old startup that raised $10 million in funding during December. “We are excited to partner with Adelphic to further evolve our proprietary approach to driving mobile audience buying,” he said in a statement. “Our hope is that this new blueprint for mobile audience buying will better leverage data that’s inherent to the ecosystem.”