DataXu rollout new mobile optimizer

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SINGAPORE (IndoTelko)  – DataXu, a leading provider of programmatic marketing and analytics software, announced the rollout of its new 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 app user engagement.  

At its core, the Mobile Optimizer for Advertisers leverages OneView technology to regularly ingest 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. OneView expands the advertiser’s audience by linking consumer identifiers across devices to form holistic pictures of real users.

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’s marketers enhanced their first-party data with OneView to improve their ability to reach users across all devices, and then optimized for user engagement with 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 vertical.  

“We are excited to bring Mobile Optimizer for Advertisers to Brands and App Developers throughout Asia Pacific. Leveraging the power of DataXu’s OneView cross device technology and industry leading machine learning capabilities, marketers can now utilize omnichannel data to optimize their digital ad spend toward acquiring, retaining, and reengaging highly valuable, long term users,” said James Sampson, VP & General Manager, APAC, DataXu. “The Asia Pacific region continues to be a hotbed of mobile activity, and this is reflected in the demand we see for mobile optimization from our partners.”

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.(es)