How best to capture and leverage mobile data is a question of critical importance to advertisers. App analytics and advertising firm Flurry approached it from numerous angles at its SourceDigital13 conference last week. AdExchanger caught up with CEO Simon Khalaf to talk about the company’s new mobile RTB platform and what’s top of mind for mobile ad buyers.
AdExchanger: What’s going on with your new mobile RTB platform, Flurry Marketplace?
SIMON KHALAF: We’re on target to go live by the end of July. Our goal is to have 20 DSPs when we flip the switch. We’ll be passing a lot of data through the DSPs and we’re working with them to take advantage of that data. That’s the challenge: how do we create segments that DSPs are interested in and also signals that they can interpret?
What kind of data do you provide?
We provide location, age, gender, and about 40 segments that we have computed. For example, is this a first-time mom, soccer mom, car enthusiast, gambler etc. We have this type of data compiled for about 1.1 billion consumers worldwide. That will give the buyer, the DSP, insight into the context so they can decide what kind of ad unit they want.