Two deals done to deliver improved subscriber data and make user targeting more accurate.
The Myriad deal is interesting. Myriad puts software into billions of devices, especially feature phones in emerging markets, but it does not export any user data from the device.
This would in theory make it harder for an ad network to deliver targeted ads.
Thanks to this new arrangement, activity on the device is matched with a set of dynamic rules embedded in the client, and an accurate profile snapshot is converted into a reference code.
This code is then sent to the ad-server and matched with an appropriate ad.
Meanwhile the Openwave deal sees Openwave's Amplicity platform combining with Amobee's carrier-centric advertising platform.
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Amplicity is an operator-facing platform that helps developers tap into network assets, and thereby improve in-app advertising results for ad networks.
ME’s news coverage of MWC is supported by NewBay,
Meanwhile Amobee's platform has been described as a 'dashboard' through which operators can run their own ad plays. Amobee already works with Vodafone, Telefonica and others on this.
Now, the two firms are collaborating, although the nature of their arrangement is unclear...
Here's how the press material describes it...
Mobile advertisers benefit from the combination of Openwave’s Amplicity platform, which enables contextual data delivery, and Amobee’s platform, fostering seamless ad enablement. The joint solution will enable mobile operators to offer advertisements that are more relevant to the subscribers based on subscriber data. In addition, the joint solution will employ a complete end-to-end mobile advertising solution which will include a comprehensive set of mobile media services, enabling advertisers to manage brand building and seamlessly rollout highly-targeted mobile advertising campaigns.
So that's all crystal then.
ME’s news coverage of MWC is supported by NewBay, the leader in cloud-based digital content services. NewBay’s LifeCache white label platform enables operators and device makers to deliver a lifetime of content experiences across mobiles, PCs, tablets and TVs. Customers include T-Mobile, Telefónica O2, France Telecom Orange, AT&T, Telstra, LG and more.
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