|[January 30, 2013]
OpenX and AdTruth Announce Partnership to Deliver Groundbreaking Mobile Targeting Capabilities
LOS ANGELES & SAN JOSE, Calif. --(Business Wire)--
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
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
ncreased 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
"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
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."
OpenX is a global leader in digital and mobile advertising technology.
OpenX's vision is to unleash the full economic potential of digital
media companies. OpenX products, including OpenX Enterprise, OpenX
Market, OpenX Lift and JumpTime provide a unique Software-as-a-Service
platform by combining ad serving, an ad exchange, a Supply Side Platform
and content valuation.
OpenX is based in Los Angeles and is backed by leading investors
including Accel Partners, Index Ventures, SAP Ventures and Samsung (News - Alert)
Venture Investment Corporation.
For more information, please visit www.openx.com
OpenX is a trademark of OpenX Limited.
About AdTruth, a division of 41st Parameter
In a world where people are increasingly reliant on a variety of
Internet-connected devices for everything from banking to shopping to
entertainment and media, creating relevant customer experiences and
preventing online fraud are constant and complex business challenges.
41st Parameter, the global leader in device recognition and
intelligence, combines its patented technologies and years of expertise
to identify devices without cookies, without compromising privacy and
without impacting performance.
AdTruth, the company's digital media division, gives marketers a new and
better way to recognize and reach their most valuable audiences across
all types of devices. These privacy compliant solutions help keep the
Internet more secure and relevant for everyone. To learn more about
digital media solutions from AdTruth visit www.AdTruth.com.
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