"The trend in the industry toward mobile advertising and programmatic buying is a growing element of the media buying mix," comments Carl Uminski, chief operating officer of global mobile marketing company, Somo. "However we desperately need a privacy by design, universal, audience identification and targeting capability for our advertisers in mobile. With the availability of AdTruth DeviceInsight ID in OpenX Market, we can now take mobile advertising ROI to the next level quickly."
The OpenX/AdTruth partnership provides publishers selling mobile inventory the ability to price their mobile inventory at a premium that accurately reflects the greater value it offers to advertisers when it is made available through OpenX Market. AdTruth's privacy-by-design approach ensures that no personally identifiable information or data is collected or stored.
"We're excited to work with AdTruth to present a fundamentally new capability in the mobile exchange space," said Jason Fairchild, chief revenue officer, OpenX. "For too long, mobile advertising - with all of its great promise - has been hobbled by the inability to recognize and reach users with accuracy across both mobile Web and application inventory. Enabling OpenX Market advertisers to easily access mobile inventory at scale with the enhanced recognition provided by AdTruth is going to dramatically improve industry economics for both advertisers and publishers."
"AdTruth is committed to providing advertisers with the critical link between users and their mobile devices," said James Lamberti, vice president and general manager, AdTruth. "Based on feedback from brand, agency and network customers, we've created a privacy-by-design device recognition technology that delivers the universal identification layer needed for strong ROI for marketers and publishers alike. Offering this solution to the buyers and sellers using OpenX's RTB platform marks a significant step forward for the mobile advertising ecosystem."