Improve Digital is launching an integrated mobile offering to enable publishers to maximise income from their mobile ad inventory. The online ad revenue optimisation firm enables premium publishers in the UK and Europe to increase takings by between 50 and 300%. The new platform, which is enabled by technology developed by Improve Digital's US partner, Pubmatic, will extend these benefits to mobile.
The company says the move is in response to the rapid growth of the mobile advertising market. According to figures released bu the Interactive Advertising Bureau (IAB) in 2009, a total of28.6 million was spent on mobile in 2008, almost double the previous years spend. Looking ahead, a recent study by GroupM forecast that global mobile advertising spend will increase by 19% to $3.3 billion (2.2 billion) in 2010.
Improve Digitals platform connects to the optimal mix of mobile ad networks according to publishers content, audience, and brand safety requirements. It decides in real-time which mobile ad network can best monetise each impression and select the highest paying ad network. The platform also benefits from the same brand control capabilities that protect Improve Digitals web publishers from unwanted ads, channel conflict, and ad latency issues. Mobile-specific data points such as device, user location, and user demographics are considered as part of the ad network and exchange selection process to maximise publisher revenue. And publishers can manage and review comprehensive reporting and analytics from one consolidated dashboard that tracks both their web and mobile ad sales.
While the consumption of mobile content has grown exponentially, particularly with the iPhone and Android platforms, the ability to monetise the mobile web has become increasingly difficult for premium publishers, says Rajeev Goel, Co-founder and CEO of PubMatic. Our integrated mobile solution gives publishers the ability to take full advantage of their highly lucrative mobile ad inventory by simplifying the process by which they manage and select the most effective ads for their mobile web sites and applications.