MoPhap, a mobile advertising network, and MeMedia, an advertising service provider and ad network, have partnered. Under the agreement, MeMedia will use MoPhap’s SparkMobile technology to deliver multimodal targeting technologies to mobile users.
“This addresses ad fill, an issue that plagues any type of new media,” said Bob Walczak, MoPhap founder and CEO. “However, from our perspective, we’re approaching the fill issue the correct way by using a master ad server to decide which is the most targeted, effective and valuable ad to serve a customer. Third-party ad serving is a similar strategy that fueled success in online advertising, and we’re incorporating the same methods in mobile.”
The MoPhap/MeMedia partnership bridges the online and mobile worlds – a business shift that is piquing the interest of online ad networks across the country.
The MoPhap/MeMedia partnership continues to raise awareness of both MoPhap’s advanced behavioral targeting capabilities and MeMedia’s multimodal approach to Web, desktop and mobile advertising utilizing its behavioral advertising widgets.
“It’s a multi-pronged approach that leverages existing online advertiser relationships to extend their campaigns into mobile for higher ad fill,” Walczak said. “Plus, it leverages online publisher relationships to create additional ad inventory.”
Ultimately, this allows MoPhap to help online ad networks extend their presence into the mobile environment using a self-service technology platform.
