AdMobius Mobile Advertising Thu, 10 Apr 2014 16:01:06 +0000 en-US hourly 1 Acquisition solidifies Lotame as the global leader in delivering unified audience relationship management anywhere anytime /acquisition-solidifies-lotame-as-the-global-leader-in-delivering-unified-audience-relationship-management-anywhere-anytime/ /acquisition-solidifies-lotame-as-the-global-leader-in-delivering-unified-audience-relationship-management-anywhere-anytime/#comments Tue, 18 Mar 2014 13:33:04 +0000 /?p=1667 NEW YORK, March 18, 2014 /PRNewswire/ — Lotame, the world’s leading independent data management platform (DMP), today announced it has acquired AdMobius, the industry’s first mobile audience management platform. This strong combination will give marketers and publishers the power to engage with relevant audiences, at scale, across devices and marketing channels.

“This acquisition will empower our clients to engage with unique and relevant consumer audience segments across devices at a deeper, more accurate level than ever before,” said Andy Monfried, founder and CEO of Lotame.  ”We will continue to create value for our clients and support their cross-platform data management needs.”

Founded in 2012 and based in San Mateo, California, AdMobius brings to Lotame an experienced data science and technology team and strong partnerships across the mobile ad-tech ecosystem. AdMobius helps these partners target large cross-device audiences by demographics and interests through standard, custom and private audience segments.

“Marketers and publishers around the world use Lotame’s unifying DMP to organize and convert data from multiple sources into actionable insights,” said Ray Duong, CTO of AdMobius. “Similarly, AdMobius merges data from multiple fragmented sources into an easy-to-use, universal audience targeting system. Together, Lotame and AdMobius will be offering an unparalleled platform for both marketers and publishers to discover and target relevant audiences across devices.”

Both AdMobius and Lotame are privacy progressive companies, adhering to strict industry standards for consumer privacy and providing choice solutions.  Lotame will continue to ensure consumer privacy across devices and provide an easy way for consumers to opt out of interest-based ads.

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DMP Lotame Buys AdMobius, Adding Cross-Device Targeting /dmp-lotame-buys-admobius-adding-cross-device-targeting/ /dmp-lotame-buys-admobius-adding-cross-device-targeting/#comments Tue, 18 Mar 2014 11:13:27 +0000 /?p=1664 Data management platform (DMP) Lotame has acquired AdMobius, a company that identifies audiences across devices for ad targeting purposes, AdExchanger has learned. Terms weren’t disclosed for the deal, which comes two weeks after we first reported on talks between the companies.

With the purchase, Lotame accelerates its ability to use non-cookie methods to find users across their devices, including mobile and desktop. Its clients — including ESPN, The Weather Company (a joint AdMobius client), Advance Publications, and Politico — will be able to create more personalized user experiences that span desktop machines, tablets and smartphones.

“The key element of this is overcoming limitations in the platform space,” said Lotame CEO Andy Monfried, noting identifiers associated with users in various channels, like third party cookies and device IDs, exist in data stores that are completely independent of each other. “This creates a map between various platform specific device IDs by analyzing the relationship between various devices. That is super powerful because it creates a unique device-connected DMP.”

Adding cross-platform tracking is an increasingly urgent priority for DMPs, as documented in AdExchanger’s series, “The Cross-Device Question.” Companies like Acxiom, BlueKai, Krux, Turn, and [x+1] are all heavily focused on it. As these companies move through their separate build-versus-buy calculations, they are likely to look at AdMobius competitors such as like Drawbridge, TapAd, Adelphic Mobile as possible acquisition targets.

Some already have. AdMobius’s sale follows by six months Experian’s acquisition of 41st Parameter, another cross device ID firm, for $324 million.

AdMobius was founded in 2012 by former leaders from Apple’s mobile ad network iAd. The original leadership team included CEO Dan Grigorovici, a product exec at Quattro Wireless (before Apple bought it in 2010) who has stepped into a product role.

Grigorovici and most of the company’s staff of about 12 will be retained by Lotame, but current CEO Peter Bassett is moving on, as is CFO Bill Tinsley. Lotame employs approximately 70.

AdMobius has raised $5 million from Storm Ventures and Opus Capital. Lotame has raised $44 million, including a $15 million “Series D” round that closed earlier this month.

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Advertisers criticize Apple for holding back customer targeting data in iAd campaigns /advertisers-criticize-apple-for-holding-back-customer-targeting-data-in-iad-campaigns/ /advertisers-criticize-apple-for-holding-back-customer-targeting-data-in-iad-campaigns/#comments Tue, 18 Feb 2014 21:31:02 +0000 /?p=1615 Apple’s refusal to open its vast trove of purchase data and demographic information to advertisers is said to be the principal factor inhibiting the growth of the company’s nascent iAd platform.




Industry insiders likened Apple’s strict data limitations to forcing “the best-looking girl at the party…to wear a bag over her head,” according to a Tuesday report from Advertising Age. Apple offers advertisers the ability to target customers based on geography, purchase history, and media interests, but refuses to share the underlying data.


Compounding the issue, the data Apple does reveal cannot be fed into many agencies’ automated ad-buying platforms. Apple’s user tracking is not based on web browser cookies, so advertisers are unable to mix-and-match that information with data from other sources that use cookies to identify users.


Competitors like Google, Facebook, and Yahoo give advertisers a much deeper level of insight, though some say Apple’s data is still the most valuable. Apple is “one of the best in terms of data quality and accuracy,” AdMobius co-founder Dan Grigorovici said, “but I think Google is a little more open.”


It is unclear how this might change if iAd’s rumored shift to a real-time bidding system comes through. Such a change could lead to increased opportunities for advertisers to automate their iAd buys, making the service more efficient and financially viable for smaller advertisers.


Advertisers also complained about the frigidity of Apple’s iAd sales team, a problem in the clubby advertising industry. Perhaps in a sign that Apple has not yet decided exactly what to do with the $250 million per year iAd business, it is thought that the company has not even given its staff sales targets.
“It’s not their main focus to tell everyone in the world how amazing advertising in iAd is,” GroupM executive Cary Tilds told the publication. “It’s just not as loud.”


The complaints come on the heels of an iAd reorganization that has seen the team’s focus shift to selling advertisements on iTunes Radio, a directive thought to have come directly from software and services chief Eddy Cue. The company brought in former terrestrial radio executive Michael Pallad to head that team in December.

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Concurrent, Inc. Announces Entry Into the Rackspace Partner Network /concurrent-inc-announces-entry-into-the-rackspace-partner-network/ /concurrent-inc-announces-entry-into-the-rackspace-partner-network/#comments Tue, 28 Jan 2014 21:39:16 +0000 /?p=1624 Collaboration Combines Power of Cascading with the Rackspace Hybrid Cloud to Deliver Flexibility and Simplicity for Hadoop Deployments

SAN FRANCISCO – Jan. 28, 2014 – Concurrent, Inc., the enterprise Big Data application platform company, today announced that it has joined the


Partner Network for Rackspace® Hosting, (NYSE: RAX), the open cloud company. By joining the Rackspace partner network, Concurrent allows users to easily deploy Big Data applications at scale on the Rackspace Hybrid Cloud, powered by OpenStack. This channel partnership combines the power of Cascading, the most widely used and deployed application platform for building robust enterprise Big Data applications, with Rackspace’s managed cloud hosting expertise to drive enterprise Big Data application development on Apache Hadoop™.


Cascading is the enterprise development framework of choice for processing data sets on Hadoop, with more than 130,000 downloads a month. Cascading simplifies programming, workflow and data processing, allowing enterprises to cut time to production by 50 percent. As a result, enterprises can more easily execute on their Big Data strategies by leveraging existing skillsets, systems and tools – all while reducing the overall complexity of their technology infrastructure. Cascading is compatible with all popular Hadoop distributions, including Hadoop 2 and YARN.


As more businesses seek to leverage their data assets, there is an ever-growing need for cost-effective, scalable Big Data platforms. Enter Rackspace hybrid cloud platform, which provides developers, architects and data scientists with a flexible solution for easily developing, deploying and managing Big Data applications at scale. Enterprises can now tap into the power of Cascading along with Rackspace’s high-performance and cost-effective hosted cloud to further drive business differentiation through data.


Supporting Quotes


“Rackspace is proud to welcome Concurrent as a select technology partner, especially given the incredible popularity of Cascading. We look forward to furthering enterprise Big Data adoption by jointly providing the easiest, most cost-effective and reliable means for Hadoop deployment.”


-Chris Rallo, Senior Manager, Partner Strategy and Programs, Rackspace


“Using the right tools is critical for ensuring the success of any Big Data project. By partnering with Rackspace, Concurrent continues our dedication to easy Big Data application development for the masses. Rackspace’s hybrid cloud platform provides enterprises with best-in-breed capabilities to make the most of their Cascading Big Data application projects on a scalable, high-performance framework.”


-Gary Nakamura, CEO, Concurrent, Inc.


“Combining the power of Cascading with Rackspace’s hybrid cloud platform provides the right recipe for developing solutions fast while ensuring easy deployment at scale. AdMobius is committed to providing our customers with the very best solutions to make sense of their data, and this partnership helps ensure that we do just that.”


-Ray Duong, CTO, AdMobius


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Mobile Media Summit – NYC – Sept 23 /mobile-media-summit-nyc-sept-23/ /mobile-media-summit-nyc-sept-23/#comments Thu, 12 Sep 2013 17:18:20 +0000 /?p=1530 Come hear our CEO, Peter Bassett, speak at the Mobile Media Summit in NYC during Advertising Week. Peter will be moderating a panel called, “Big Data on a Small Device” at 3:40pm on September 23rd. Panel members include employees from Mediacom, Ignited, Leo Burnett, Carat, and Nexage. More details can be found here.


About Mobile Media Summit:

Join us along with 1,000+ brand and agency executives for the biggest mobile event in the country, the 5thannual Mobile Media Summit NY held during Advertising Week!

Mobile Media Summit is the quintessential thought-leadership forum for the country’s top executives in the world of Advertising, Media, Publishing, and the hottest Brand Marketers to gather together and discuss the intersection of mobile advertising and technology.

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Look at the Clicker Not the Click /look-at-the-clicker-not-the-click/ /look-at-the-clicker-not-the-click/#comments Thu, 25 Jul 2013 20:18:27 +0000 /?p=1424 Mobile advertising presents a unique opportunity to count the clicker, not just the click. Unlike in online where there are many impressions per page view and the goal is to capture clicks on as many of those ads as possible, in mobile there is typically only one display ad per view. However, due to the immense time spent in applications (127 minutes spent daily in mobile apps – Flurry Apr. 2013), a user may be shown the same ad many times over.

Let’s think differently about CTR when it comes to mobile. Isn’t it more important to determine how many users have clicked then how many impressions have been clicked on? If the same user just clicks all the time there is little chance that will gain an advertiser the number of new customers it desires. It is time to consider a new metric: User CTR. Instead of dividing clicks by impressions as is done in the traditional CTR computation, User CTR divides clickers by viewers. For a recent CPG campaign when we looked at User CTR vs. traditional CTR, we found that the clickers were over 600% higher than clicks. This means the campaign reached a much higher number of potential buyers than the traditional CTR would indicate!

Mobile provides the technology to makes measuring CTR on a per user basis possible. So, let’s take advantage of the new capabilities of measuring campaign success instead of relying on online metrics.

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Mobile Media Summit – Chicago – July 30 /mobile-media-summit-chicago-july-30/ /mobile-media-summit-chicago-july-30/#comments Tue, 16 Jul 2013 00:09:03 +0000 /?p=1416 Come hear our new SVP of Sales, Peter Bassett, speak at the Mobile Media Summit in Chicago where 100s of agency, media, brand, and publisher executives will join together to discuss how mobile is changing their digital buying and purchase footprint. Peter will be moderating a panel on using big data in mobile to get access to inventory. You can find more details at:

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The 7 Reasons Mobile Needs to Earn Its Place – ADOTAS Wed, 12 Jun 2013 16:38:54 +0000 /?guid=7544c432897e6387ecfca1c5bb5d1993
The 7 Reasons Mobile Needs to Earn Its Place ADOTAS 4. The launch of Apple's Identifier For Advertisers (IDFA) has provided a cookie-equivalent that the industry can use to bridge the targeting ecosystem. Networks are integrating probabilistic data from major vendors and startups such as AdMobius look ...
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Will Apple Make a New Push Into Mobile Advertising? – Wall St. Cheat Sheet Sun, 02 Jun 2013 23:25:18 +0000 /?guid=58cbabb991395a38214b4f02a791678d
Will Apple Make a New Push Into Mobile Advertising? Wall St. Cheat Sheet Via Business Insider, AdMobius CEO Dan Grigorovici notes that Apple's valuable ecosystem is a double-edged sword for advertisers. “Apple's closed ad ecosystem offers tremendous benefits and differentiation, but it fundamentally does not solve the scale ... and more »
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MIT Technology Review Mobile Summit – San Francisco – June 10/11 /mit-technology-review-mobile-summit-june-1011-in-san-francisco/ /mit-technology-review-mobile-summit-june-1011-in-san-francisco/#comments Wed, 24 Apr 2013 00:39:18 +0000 /?p=1368 Come explore the future of mobile with Dan at the MIT Mobile Summit.  You will hear from mobile innovators how mobile is disrupting traditional modes of doing business.  Details available here:

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