Amobee Media Systems, a specialist in advertising solutions for mobile operators, OEMs, and premium publishers, today announced it has partnered with Myriad Group, a global specialist in mobile technology having shipped over 3.7 billion software applications on more than 2.2 billion phones.
As part of the new agreement, Amobee will be joining forces with Myriad Group to combine its carrier-grade mobile ad serving technology with Myriad’s mobile client solutions. Together, they create a new mobile advertising platform. Powered by intelligent analytics from the device to provide greater visibility of customer on and off net behavior, Amobee and Myriad will allow advertisers to benefit from a step-change in real-time targeting precision. In turn, this will enable a higher degree of personalization and more compelling mobile advertising experience for the consumer.
The aim of the partnership is to create a new, rich line of advertising revenue for operators, OEMs, and premium publishers.
Myriad will power the solution in combination with Amobee. Recognizing the rising concerns around the use and storage of personal information by third parties, unlike many players in the market, Myriad does not export any user data from the device. In contrast, using proprietary patented technology, activity on the device is matched with a set of dynamic rules embedded in the handset client. This results in a very accurate profile snapshot that is converted into a reference code. This code is then sent to the ad-server and matched with an appropriate advert that is then published back on the device. Subsequently, the code is deleted from the ad-server.
Myriad has used its unrivalled technical expertise to ensure that the client has very low footprint on the handset. Therefore, manufacturers can quickly roll out and add mobile advertising features through a simple software upgrade – instantly plugging into Amobee’s rich advertising ecosystem of ad networks and premium publisher inventory. As a result, advertisers can tap into unparalleled reach, not possible until now.
“By teaming up with Amobee which has the leading global footprint with operators, OEMS, and premium publishers to power their mobile advertising, we are able to expand our portfolio to include highly scalable, carrier-grade ad monetization services world-wide. We believe this offers huge revenue opportunities long-term,” says Benoit Schillings, Chief Technology Officer, Myriad Group. “We have been encouraged by the initial response from operators with pilots expected to commence in the next two quarters. They see significant benefit from solving issues around the handling of personal data and recognize the immediate upside from becoming a major force within the mobile advertising ecosystem.”
“In order to deliver a compelling mobile experience and effectively execute mobile advertising, you need to have the ability to leverage the wealth of information that resides on the device,” said Mark Strecker, COO of Amobee Media Systems. “Until now that has not been possible. By marrying Myriad’s deep expertise in mobile software with our leading mobile advertising solution, we will create a new, intelligent platform that pushes the boundaries of mobile advertising targeting and engagement.”