• by Tyler Loechner  @mp_tyler, August 28, 2013

Mobile advertising company Sponsormob and mobile marketing company Jaduda today introduced Splicky, a mobile demand-side platform (DSP). Both companies are headquartered in Berlin, Germany, and they claim that Splicky is the first mobile DSP to be developed in the country.

The DSP, which is in open beta, appears to have gotten its name from Urban Dictionary, where Splicky is defined as "cool or smooth." Splicky has put that definition on their home page and sports "Smooth Mobile Advertising" as its tagline.

According to the release and the website, the mobile platform will use proprietary real-time advertising technology for smartphone and tablet inventory. The company claim that their algorithms are able to weigh technical data points -- such as device model, operating system, location, and time -- "more intelligently" than other options. 

"The transparent purchase of ad spaces on a real-time basis is a matter of constantly increasing relevance in mobile marketing," stated Jet Patel, co-founder and COO of Sponsormob. "Above all, the more intelligent weighting of data, such as time and location of actions and the type of device used, opens up completely new possibilities for targeted ad delivery." He also claimed that Splicky is the first to meet the "market's demands for full transparency."

The company wrote that Splicky has access to a "wide range of ad exchanges and sell-side platforms" -- namely Google, MoPub, Mobclix, and Nexage. The platform works with mobile-optimized tracking and targeting technology and the company is eyeing integration with third-party tracking solutions in the future.

"We believe that the scalable, data-driven and transparent purchase of media will change and shape the mobile advertising market forever," stated Sven Ruppert, Jaduda's co-founder.