Mobclix Sweetens Mobile Ad Exchange With Nielsen Data
ADOTAS – While mobile represents an exciting new field for brands to frolic, marketers are rightfully concerned about ROI and reaching the target audience. To assuage these concerns, Mobclix has teamed up with Nielsen to marry the latter’s mapping demographic data with the former’s mobile data and create an exclusive mobile database.
Mobclix will integrate Nielsen PRIZM and ConneXions segmentation systems into its mobile ad exchange, allowing ad networks to target specific demographics on mobile devices, with data verified by a third party.
The move greatly enhances the value of Mobclix’s data, while cofounder Krishna Subramanian suggested it will boost CPMs for mobile publishers from premium buys — in particular, finance, utility and shopping publishers which have in-demand audiences.
Subramanian and I had an intimate, candlelit discussion about the Nielsen news at OnMedia 2010 — in other words, I apologize in advance for the band lighting and my lackluster camerawork.
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