The never ending demand for location based Ad inventory will now rest in peace. The programmatic ad platform Pubmatic and location specialist xAD have together proudly launched the first ever location-enabled private marketplace for premium mobile ad inventory.
PubMatic and xAd involve in Partnership
Bob Walczak, PubMatic GM of mobile and video mentioned that location is critical from a mobile stand point. He said that xAd has developed technology that enables better identification of the data. It ensures that accurate impressions with location attached with it, and that they are excited to work with xAD. The location verified mobile market place will be a boon to publishers and media buyers.
A mobile is constantly put to use for browsing about various products and service, yet it has to be accepted that most of the transactions happen in a retail store, person to person. Here, comes the importance of a location based service. In the presence of such a service, mobile advertising will be directly linked to sales by the use of location data. This eventually would predefine categories of inventory arising from various locations such as shopping centers and auto lots.
Nothing can be more persuasive to a consumer’s purchase than getting an invitation from a store to which he is in a close proximity with. A recent report from eMarketer shows that the local-mobile advertising would hit a gross amount of $10.81 billion by 2017.
This innovation by the Pubmatic- xAD duo is definitely a win-win situation designed for both producers and the purchasers.
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Pavithra Ranganathan
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