• by Felicia Greiff , February 18, 2016

Mobile marketing workflow provider Bucksense launched a programmatic platform on Wednesday. 

The platform, aimed at app developers and advertisers, spent six months in beta with select partners, including an unnamed "major European telecommunications company," according to Bucksense. 

Bucksense's beginnings as a media buying desk under parent company Acotel Group informed the design for the programmatic platform, Adrian Rubio, Bucksense's SVP-corporate strategy and marketing, told Real-Time Daily in an email.

Because it was Acotel Group's money on the line and not someone else’s, Rubio added, there was an incentive to learn how to best clean and filter the ad supply in-house.

That experience also informed the base of the algorithm Bucksense uses to optimize budgets on the "variables that actually matter," Rubio said, instead of "extremely complicated ones that end up killing the volume of impressions coming in."

Since Bucksense started out in 2012, it's developed its own platform for direct media buys and campaign optimization and has launched various tools for audience acquisitions, analytics and engagement. Bucksense's traffic supply partners include OpenX, PubMatic and the Rubicon Project.

Its offices include locations in New York, Rome, Rio de Janeiro and Madrid.