JumpTap Partners With Four Data Providers To Produce Targeted Mobile Ads
Includes off-line data such as direct mail and life stage demographics.
Each company offers a different range of information to Jumptap‚Äôs ad network. Acxiom, a marketing services and technology company that focuses on consumer segmentation and direct mail solutions, offers anonymous information on user demographics and life stages. Datalogix, which focuses on database marketing and digital media, gathers anonymous purchase-based data segmented by verticals.
Polk, an automotive data and marketing solutions company, will give the ad network offline reports detailing vehicular make and model info by consumer zip code. TARGUSInfo also provides offline data, as it bases its data analysis by per household behaviors.
Combined, this pool of data allows Jumptap to deliver a personalized ad experience for mobile users. Paran Johar, CMO of JumpTap, says that because there is such a limited amount of space for advertising in the mobile space, this kind of targeted campaign is mandatory to gain user focus.
‚ÄúThe consumer‚Äôs appetite for spam advertising on mobile is really diminished compared to other mediums. On the PC, you have six or seven ads; but with mobile, you have room for two at most. Consumers crave relevant ads,‚ÄĚ says Johar.
With a targeted demographic identified, it becomes easier to match ads with users. ‚ÄúThis delivers a higher ROI for advertisers, a better user experience and for the publisher, and a higher yield for publishers, because we‚Äôre going to charge more for it,‚ÄĚ says Johar.
In April, JumpTap raised $25 million in a round of funding from AllianceBernstein, General Catalyst, Redpoint Ventures, Summerhill Ventures, Valhalla Partners and WPP. This round resulted in the company‚Äôs overall funding to top over $90 million.
Magazines included in JumpTap‚Äôs ad network include Newsweek, Star, Shape and US Weekly.
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