Wednesday August 3, 2016 0 comments
DENVER -- Video inventory management platform SpotX today announced the introduction of new mobile app data points to boost in-app video targeting abilities.
SpotX said the additions to its platform will enable advertisers to buy against app store data, like app ratings and download numbers, to help advertisers determine app quality and reputation among consumers -- two factors crucial for evaluating premium brand associations.
These metrics will join with other targeting parameters already passed via SpotX's platform, including registration demographics, device type, location, IAB content category and a range of other data points, the company said.
The new data will allow advertisers to better understand the value of premium applications and compare the experience to other web properties, according to Allen Klosowski, SpotX VP of mobile & connected devices.
"In-app mobile video ads are about to experience a rapid ascent," Klosowski said. "In the past 10 months, in-app inventory has risen from 16 percent to 52 percent of mobile inventory traded through our marketplace in the U.S.
"We expect it to overtake mobile web in all markets by the end of the year, with greater targeting abilities and more parameters to understand brand associations set to be key drivers."
SpotX said the additional data has a range of practical applications for both the buy and sell sides. Advertisers can more easily and accurately identify premium apps by using number of downloads and user ratings as indicators.
As a result, reliance on publisher reputation is lessened, the company said, allowing buyers to identify premium apps created by smaller-name publishers and double check quality of apps from big-name publishers. They could also target buys to apps which have a certain minimum number of downloads and user rating.
On the sell side, SpotX said its ad server will allow publishers to target deals to advertisers using these new parameters in tandem with other mobile data. For instance, publishers could package deals across inventory in sports or lifestyle categories via private marketplace or programmatic direct deals.
When publishers pass us their bundle IDs, SpotX will auto-populate a host of third-party verified mobile app data points into the bid request on publisher's behalf.