• by Ben Frederick  @mp_benfred, March 24, 2016

Ad network MobileFuse announced an update to its offering Thursday, which will allow advertisers to layer the company’s existing analytics tool over their own existing datasets. MobileFuse is also offering new creative units. 

Mindset Targeting, MobileFuse’s vanguard product, takes contextual data and identifies not only where consumers are, but what they are likely to be doing in those locations (and therefore what they are focused on). It then serves ads based on the various data points they can glean about those “mindsets” and attempts to identify the right moments in which to serve the ads as well.

Data points range from time of day and weather to FAA flight schedules and voter registration lists.

The updated product still targets mindsets, but it also takes into account proprietary CRM data, or already existing consumer segments, and can layer on top of that data. “Giving advertisers the ability to use Mindset Targeting on their pre-existing audience segments is a natural next step,” stated Ken Harlan, CEO of MobileFuse.

MobileFuse added video ads to its repertoire last summer. The company is adding new ad units as well, which can change things like wording or color scheme depending on predetermined criteria defined by the advertisers.

Some consider moments — an industry shorthand for the attempt by advertisers to capitalize on the fragmented, transient, and non-linear relationship many users have with their devices — to be critical in understanding consumer behavior patterns and to make mobile advertising actually attractive to consumers.