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OpenX Software Ltd., one of the world's leading providers of digital and mobile advertising technology, and AdTruth, the global leader in device recognition to improve digital advertising, today announced a partnership to deliver more effective mobile ad inventory sold through OpenX Market, OpenX's Real-Time Bidding (RTB) platform. For the first time, advertisers will be able to recognize and reach targeted audiences at scale on mobile devices through a global RTB exchange across both mobile web and mobile application inventory, a capability uniquely possible via AdTruth's mobile bridging technology. Publishers and app developers will benefit by being able to more accurately define their audiences, leading to improved eCPM for publishers and better advertiser ROI. These AdTruth-powered benefits will be available to OpenX Market users in the second quarter of 2013.
Unlike traditional online advertising, for which there are a number of techniques to identify and target users, mobile advertising has been hindered by limited audience recognition capabilities. This has slowed the adoption of RTB in the rapidly expanding mobile market. AdTruth's patenteddevice recognition technology anonymously identifies consumers whether they are using their device for apps or to browse the mobile Web. AdTruth fills the gap where cookies do not perform, ultimately resulting in increased ROI for the marketer. As a result of this partnership, advertisers using OpenX Market can now execute mobile campaigns with greater accuracy, efficiency and duration, while respecting consumer privacy.
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