Independent agency trading desk Accordant Media this morning unveiled a platform for buying mobile audiences via a real-time bidding. The platform, dubbed Accordant Mobile, enables advertisers and media buyers to trade mobile as part of an integrated RTB process, including targeting, tracking, reporting and machine-based optimization.
Accordant said it had been developing the mobile platform over the past year, and made it active with a number of clients in August.
The platform enables users to bid for real-time impressions on both mobile Web and in-app mobile inventory.
Accordant VP-Platforms James Rooney said the platform utilizes audience-targeting data derived from “the device ID” and the IP source to create a “short-lived” user impression.
One of the major obstacles in developing a robust programmatic marketplace for mobile ad inventory has been the inability to effectively target mobile users with cookie-based audience profile data.
Rooney said Accordant will “build” on the rudimentary targeting features of its mobile platform, and that in-app inventory will enable advertisers to utilize a “permanent ID” associated with mobile users.