Planning and buying improved through device detection tools.
Mobile marketing agency Somo has been working with device intelligence platform AdTruth to enhance its ability to track and measure inventory across apps and the mobile web.
Seemingly it's paid off, with AdTruth claiming to be responsible for Somo's campaign reach rising by 40 per cent, now that it can detect accessing devices and optimise ads and marketing accordingly.
Ed Chater, VP of media operations for Somo, said: "AdTruth has introduced a new level of transparency to the way we track campaigns, which has dramatically improved our media planning and buying capabilities.
"We now have much greater visibility of how mobile media is performing across web and app and can optimise our clients’ campaigns more successfully as a result."
James Lamberti, GM and VP of AdTruth, added: "The ability to drive this level of increase in campaign reach for Somo and its clients – some of the world’s leading brands - through the integration of AdTruth’s device recognition technology is clear proof that there is a path forward in holistic mobile marketing."