The Swiss-based company, 42matters AG has finalised the development of its data solution, a system that evaluates data from the app-graph to determine a mobile user’s demographics, interests and behaviour.
The company enables advertisers and agencies worldwide to easily use pre-defined segments as targeting criteria in their own RTB infrastructure and ad-servers. By making anonymous profiles available through the leading DMPs, 42matters enables advertisers to utilise the significant and sudden rise in the number of mobile devices, to tap into the full potential of in-app advertisement. According to internal tests and several research studies, campaigns can be run considerably more precise and efficiently using this revolutionary data solution.
“We’re excited to be able to help advertisers all over the world improve targeting for their mobile campaigns, and we’re looking forward to presenting our solutions at the Mobile World Congress to a broad audience,” said Andrea Girardello, CEO and co-founder of 42matters.
The in-house developed algorithm, evaluates and enriches anonymous data from apps installed on smartphones or tablets, thus enabling advertisers worldwide to reach their ideal customers in the programmatic ad space.
42matters already offers a full range of data structured into several hundred interest segments such as business traveler, car owner, or sport fanatic as well as demographic data. Customers are also able to target users by language and country. In addition to 42matters’ data solution, the company markets a powerful API that provides customers with access to the metadata of mobile apps, along with other app stores insights. The API service is being continuously improved with additional features and is already one of the most comprehensive services of this kind for the iOS and Android markets worldwide.
According to eMarketer, the overall market potential is huge, with 2016 projected to be the year that mobile ad spending surpasses desktop ad spending. In the US alone mobile in-app ad spending is predicted to be more than US$42 billion (65% of total mobile ad spending) in 2019. In Europe,the UK market dominates with $3.2 billion spent on programmatic mobile marketing. These numbers, which will continue to rise, illustrate the massive opportunity for advertisers if they focus on mobile targeting, in addition to their existing marketing channels. App-only businesses create a special need for programmatic mobile advertising.
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