AdTruth and Inneractive Join Forces to Enhance Targeting within Mobile Web & Apps | MMA Global

AdTruth and Inneractive Join Forces to Enhance Targeting within Mobile Web & Apps

April 10, 2013
Partnership drives higher eCPMS and improved audience visibility in mobile

AdTruth the global leader in securing digital relationships, today announced a partnership with Inneractive, the world's premium mobile supply side platform (SSP). Inneractive will deploy AdTruth’s device recognition technology to improve targeting capabilities within apps. This partnership will allow publishers to more accurately price mobile inventory, leading to higher eCPMs and greater ROI for advertisers. It will also provide data management platforms (DMPs) and demand-side platforms (DSPs) with the ability to buy and re-target segmented audiences.

Approximately 70 billion apps have been downloaded from Apple’s App Store and Google Play. This presents marketers with an incentive to allocate marketing spend to reach in-app mobile audiences. Their challenge is to accurately recognize and appropriately reach unique users without wasting valuable impressions.

Inneractive’s mobile SSP and white-labeled private ad-exchanges (PAX) automate the sales process for each and every in-app impression in more than 200 countries and provides insights into their audiences. With AdTruth, Inneractive will help app publishers maximize their revenue by giving them more control over the monetization of inventory. App developers will benefit from more advanced behavioral targeting capabilities through the ability to manage and optimize target audiences with AdTruth’s universal identification layer in the Inneractive platform. In addition, DMPs and DSPs can better build, profile and sell mobile audience segments.

"Our number one goal is to provide our premium publishers and partners with the most comprehensive set of monetization tools and verticals,” said Offer Yehudai, president and co-founder of Inneractive. “AdTruth’s approach offers a high-performance universal identification layer in mobile that helps recognize previously unseen audiences and build strong targeting capabilities, providing high quality inventory at scale."

"This partnership is a prime example of AdTruth’s value across the entire mobile ecosystem,” said James Lamberti, general manager and vice president of AdTruth. “AdTruth’s ability to improve the accuracy of targeted mobile inventory, while upholding to the highest standards of privacy, is an unprecedented value-add for Inneractive’s roster of clients including publishers, DSPs, and DMPs."

About AdTruth, a division of 41st Parameter
In a world where people are increasingly reliant on a variety of Internet-connected devices for everything from banking to shopping to entertainment and media, creating relevant customer experiences and preventing online fraud are constant and complex business challenges. 41st Parameter, the global leader in device recognition and intelligence, combines its patented technologies and years of expertise to identify devices without cookies, without compromising privacy and without impacting performance.

AdTruth, the company's digital media division, gives marketers a new and better way to recognize and reach their most valuable audiences across all types of devices. These privacy compliant solutions help keep the Internet more secure and relevant for everyone.

About Inneractive
Inneractive is the mobile industry’s leading Supply Side Platform (SSP) enabling premium publishers to benefit from global and high quality monetization verticals across all mobile platforms. Inneractive has become the publishers’ monetization platform of choice by including: programmatic buying, guaranteed delivery of large quantities of inventory, direct sales, real time bidding and mediation of remnant inventory with premium demand partners. All these developer tools and more available in one SDK/robust API, both fast and easy to integrate.

Founded in 2007, Inneractive has its headquarters in Tel Aviv and operates offices in Silicon Valley, New York, and London with offices soon to open in Singapore and Mumbai. For more information about Inneractive, visit or follow on Twitter

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