Nexage, a mobile ad exchange, on Wednesday announced it now supports mobile retargeting. The move lets mobile Web publishers tap into retargeting spend, Nexage asserts.
“Mobile is a large part of our business and we’re delighted that we are now able to target our users on Nexage’s mobile inventory,” stated Jonathan Wolf, chief product officer at Criteo, a large retargeting firm.
Retargeting on mobile devices is trickier than retargeting on desktop computers because there is not as vast of third-party cookie pool.
Mark Connon, CRO and EVP of corporate development at Nexage, told Real-Time Daily that their new retargeting solution “overcome[s] that limitation” by using “cookie syncing to support Android third-party cookies as well as iOS first-party cookies.”