Programmatic marketplace Nexage has begun support for advanced mobile web retargeting, with the aim of enabling marketers to engage consumers as they move throughout the day.

With more and more budget being shifted to mobile by agencies and advertisers, many of the tools developed for desktop become increasingly irrelevant, with cookies that have been used to track users around the web fast becoming useless.

The new retargeting functionality from Nexage is designed to change that, with support for both Android and iOS. The technology opens up the possibility of continuing to reach consumers as they move to spending more and more time on mobile devices, and Nexage hopes it will attract considerable revenue in retargeting ad spend.

“Mobile is a large part of our business and were delighted that we are now able to target our users on Nexages mobile inventory,” said Jonathan Wolf, chief product officer at Criteo. “Our business relies on being able to serve individually personalised ads to users, and our relationship with Nexage allows us to extend that personalisation to their partners. This is further evidence that mobile targeting is now mainstream.”

“Mobile retargeting opens up extraordinary value for brands as they more aggressively embrace mobile,” said Mark Connon, CRO and executive vice president of corporate development at Nexage. “Nexages advanced mobile web retargeting capitalises on first- and third-party cookie syncing on iOS and Android respectively to give advertisers the ability to reach consumers that are increasingly showrooming, research and buying on mobile.”