Cracking the Mobile Advertising Code; Real-Time Exchange Poised to Help Advertisers Find Target Audience
September 22, 2013 Leave a comment
September 20, 2013, 11:59 a.m. ET
Cracking the Mobile Advertising Code
Real-Time Exchange Poised to Help Advertisers Find Target Audience
Madison Avenue has been slow to follow consumers onto mobile devices, but it’s about to get a helping hand. As advertisers try to track target audiences on smartphones and tablets, there has been a persistent problem: In many cases, app developers simply show all consumers the same images rather than attempt to match them with relevant ads. But this week, advertising-technology firms AppNexus and U.S.-listed Millennial MediaMM -0.26% launched a real-time exchange aimed at that problem. The exchange will compile information about a user such as their location and activity on an app, then let advertisers bid for an ad space—all in milliseconds. If effective, apps will show more relevant ads, such as a pair of skis for someone browsing a travel app for a holiday in the Alps. Read more of this post







