New mobile advertising performance solution integrates OneView technology with mobile SDK partners and best-in-class machine learning system to deliver 82% performance improvement for app installs and user engagement for a major brand
BOSTON, Mass. – September 26, 2016 – DataXu, a leading provider of programmatic marketing and analytics software, today announced the global rollout of Mobile Optimizer for Advertisers. Mobile Optimizer for Advertisers leverages DataXu’s OneView cross-device technology and its world-class machine learning system to bring powerful marketing capabilities to mobile performance advertising for the first time, enabling advertisers to accelerate the growth of app installs and increase engagement of users across all their devices and apps.
At its core, the Mobile Optimizer for Advertisers utilizes OneView technology to expand an advertiser’s audience by linking consumer identifiers across devices to form holistic pictures of real users and directly engage those users using DataXu’s industry leading programmatic advertising platform. Advertisers can boost their audiences using mobile device ID and cookie data from first- and third-parties along with information from a brand’s own DMP, CRM system, purchase history or site-based behavioral data.
One major brand was an early adopter of Mobile Optimizer for Advertisers. To address the dual challenge of attracting new app users and engaging existing users, the brand enhanced its first-party data with OneView to improve its ability to reach users across all devices, and then optimized user engagement with machine learning capabilities in the DataXu platform. Using an iterative “test-and-learn” approach in their mobile campaigns, this brand customer was able to achieve an 82% reduction in CPA over a four-month period, helping it maintain its leadership status in a highly competitive industry.
DataXu’s comprehensive mobile performance suite brings together powerful machine learning and cross-device technologies as well as dozens of high quality mobile data provider and SDK integrations to allow advertisers to amplify first-party data across devices, drive higher quality app installs and engage both current and potential users at scale in a brand-safe and transparent way. Mobile Optimizer for Advertisers enables advertisers to drive and track new mobile conversions with unprecedented certainty and efficiency.
Use cases include creating custom audiences, efficiently driving mobile app installs, lookalike mobile audience modeling, delivering loyalty messaging and re-engaging lapsed users at scale.
DataXu has dozens of partners integrated into Mobile Optimizer for Advertisers, including:
Mobile SDK/Mobile Data Partners:
“Mobile Optimizer for Advertisers leverages DataXu’s strongest assets—our world-class advanced machine learning capabilities and OneView cross-device technology—to process and filter massive amounts of data across disparate data sets in order to unlock the full potential of mobile for brands and their agencies,” said Ed Montes, Chief Revenue Officer, DataXu. “The most innovative marketers are recognizing the value of mobile applications and the data associated with them as the strongest bond between brands and their customers from both a customer experience and marketing intelligence standpoint.”