AppAudience

AppAudience is a simple solution to a complex problem. With our technology and proprietary dataset, we enrich bid requests in real-time, providing marketers the ability to have a foundational understanding of 100% of the user’s seen through DSPs, SSPs, Networks and Exchanges. Our data can be leveraged for both targeting in-app mobile campaigns and delivering dynamic creative. Mobile advertising technology is continuously improving and consumer adoption of mobile technology is quickly dwarfing traditional desktop and feature phone sales. The ever-changing landscape is a result of consistent improvements to hardware and software, fragmented components and multiple OS available in the market, updates to wireless infrastructure, shifts in industry regulation, and consumer privacy concerns as a result of a lag in market education on the innovations aforementioned. The result: niche solutions to target users on mobile devices. However, the three leading targeting methodologies all present limitations. i) Retargeting: A proven method to push consumers further along the conversion funnel or re-engage in a mobile app, but lacks the ability to extend a mobile publishers audience. ii) Bid Request Data: These attributes are exposed in real-time in bid requests from publishers. Relying on bid request data with no further data decoration is very inaccurate – marketers are making assumptions based on simple intuition (i.e., owners of HTC GE are wealthy due to the cost of the hardware). iii) Device ID Profiles: Mobile data companies are quickly scaling, building historical usage and performance profiles from various datasets and associating the user’s activities with a static identifier. However, when the average DSP is provided with a list of Device IDs to target from a mobile DMP the typical match rate falls shy of 20% - leaving 80% of an advertisers potential audience behind.