LONDON, February 21, 2014 /PRNewswire/ --
Bringing programmatic ad buying on mobile to global brands looking to turn data into insights for smarter real-time mobile advertising
Fewer than 9 months after securing $1.5m in seed funding, Adbrain has launched the advertising industry's first truly transparent, customisable, and intelligent platform for programmatic mobile audience buying - in private beta. Adbrain has formed strategic partnerships with a handful of the world's most high-profile agencies and trading desks for the beta: Annalect (part of Omnicom Media Group Europe) and The Exchange Lab, as well as mobile-first ad specialists like M&C Saatchi Mobile, Fetch and Somo will test-drive the platform ahead of a wider market release.
Programmatic ad buying is growing by 56% annually in countries like the US, according to some estimates. Advertisers, including those with an eye on mobile, have been increasingly won over by the ability to buy data-driven, targeted, and cost-effective ad inventory through these new automated technologies.
The Adbrain platform is unique in the way it enables buyers to layer their first party data with rich second and third party data to build custom audience segments for hyper-efficient real-time mobile ad buying and optimisation - thereby developing proprietary value and unique IP on top of the Adbrain 'stack'.
Gareth Davies, CEO of Adbrain, commented: The fact that global leaders like Annalect, M&C Saatchi Mobile, Fetch, Somo and The Exchange Lab jumped at the chance to test-drive our enterprise platform is a fantastic validation of the unique data and customisation-driven approach we've taken to real-time mobile and multi-screen advertising. We're thrilled to be helping our leading programmatic beta partners accelerate their mobile trading capabilities, and our mobile-first partners to leverage data enriched real-time bidding to transform the transparency and efficiency of their mobile spend. We anticipate robust demand when we open the platform up to the wider market later this year."
Alex Newman, Head of Mobile EMEA at Omnicom Media Group Europe, commented: "Demand side platforms are playing an increasingly important role within the world of mobile and digital advertising; we were keen to enter into Adbrain's private beta because we were especially impressed by their capabilities and vision for the platform. Accuen OMG's programmatic media dedicated team has been operating with the system and making sure it delivers on its promise. Since we were on-boarded we have seen first-hand how the visibility and control it offers translates into campaigns that are easier to optimise, manage, and measure - and are ultimately more effective. For Accuen the ability to connect and integrate channels across programmatic and beyond is a fundamental piece of the audience buying optimisation. We look forward to continuing our work with the Adbrain platform as it grows into a multiscreen technology."
As well as early access to the platform, Adbrain's beta partners will benefit from exclusive access to its product and engineering teams (who will help them to develop bespoke and uniquely differentiated mobile and multi-screen trading capabilities).
Adbrain is at the forefront of the data-driven, multi-screen advertising revolution.
Powered by the latest technologies in artificial intelligence and deep learning, the Adbrain platform turns data into actionable insights, allowing advertisers to connect in real-time to their audiences, no matter what device they're on.
Users of Adbrain's fully transparent, open and customizable programmatic technology stack can marry and activate their proprietary data with Adbrain cross-device personas as well as third party data for enhanced real-time mobile and multi-screen audience buying, relevance and results - all from a single, easy-to-use interface.
Adbrain is a high-growth enterprise technology company, backed by leading institutional investors, with offices across the US and UK.