NinthDecimal, a mobile ad platform, has entered the programmatic marketplace with the launch of a new offering, dubbed Programmatic Mobile Audience Solution. Buyers can use the new offering to programmatically target audiences on mobile devices.
The news marks a big week for mobile programmatic advertising, as it comes just days just days after Verve Mobile launched a programmatic trading platform of its own. However, the two offerings are different -- Verve’s has a focus on location-based advertisements, while NinthDecimal’s focuses on letting buyers reach mobile audiences.
“The opportunity to buy mobile audiences programmatically has been one of the biggest barriers to brands bossing their mobile ad spend,” stated Jason Pope, vice president of the mobile arm of VivaKi’s trading desk, Audience on Demand. “So much mobile inventory exists today, but without good audience data, it’s much less valuable.”
NinthDecimal’s launch partners include demand-side platforms (DSPs) Adelphic and Turn. The company has also partnered with BlueKai and Lotame, two data management platforms (DMPs).
NinthDecimal claims that over 300 million audience segments will be targetable via its new platform partners. “This partnership with NinthDecimal will give our customers additional access to mobile audiences,” stated Mark Balabanian, VP of business and corporate development at Turn. Additional DSP and DMP partners are expected to be announced in the coming months.