Advertisers use WURFL’s real-time Device Intelligence to target content, ensure mobile optimization, and improve campaign ROI

  • Undertone WURFL InFuze

    See How Undertone Uses WURFL

    Undertone incorporates WURFL InFuze at multiple stages to help develop and deliver effective cross-platform advertising that yields a high ROI.
    case studies

  • WURFL InFuze for Advertising with Device Targeting, Optimization, and Analytics

It is a mobile-first world. Consumers spend more time the Web using mobile devices than desktops. In 2016, the mobile advertising spending grew 45% to $46 billion in the USA alone (eMarketer).

Smart advertisers, Supply Side Platforms (SSP), Demand Side Platforms (DSP), Ad Networks, and Real-time Bid Exchanges (RTB) use WURFL device intelligence to target content to specific mobile devices and increase their campaign’s ROI. With more effective mobile ads via WURFL, ad networks capture a premium price for their services.

Find the Right Plan for Your Advertising Platform



  • WURFL InFuze
  • Server-level integration modules
  • Standard advertising WURFL Capabilities
  • ImageEngine image resizing, optimization
  • Enterprise support


  • Includes Standard features plus:
  • WURFL Ultra
  • Pro advertising WURFL Capabilities
  • MSRP Prices and Progressive Web App
  • iPhone/iPad model detection accuracy
  • Architecture and integration services
  • Country-level Mobile Overview Report (MOVR)

Advertising device detection target mobilize analyze


Advertising Content

Advertisers and DSPs want to show their ads to people most likely to buy their products. Many advertisers have identified types of mobile devices and other “technographic KPIs” to identify these users. WURFL Device Intelligence can identify users’ device in real-time so advertising can be tailored and shown only to specific users.


Mobile Advertising Optimization

Effectively delivering rich media advertisements to mobile devices is challenging. For advertising to work on mobile devices, ad servers and SSPs must know several things about the device and its capabilities. For example, ad servers need to be aware of a device’s form factor (e.g. smartphone, feature phone, tablet) and screen dimensions. Likewise, the OS, browser, and media-rendering capabilities of these devices impact the ability to effectively view rich media.

In addition, device detection solution must perform quickly. Advertisements are served quickly so that the publishers’ pages can maintain a good mobile web experience. Delays in rendering decrease customer satisfaction and result in viewers abandoning the web page.

WURFL’s accuracy and speed is unparalleled in the industry. WURFL accurately identifies over 40,000 device profiles and delivers them fast. That is why leaders like Undertone, Mojiva, and Google use WURFL.


Campaign Analytics and Mobile Device ROI Analysis

Finally, WURFL device intelligence integrates with analytical tools. Advertisers want detailed analysis of which mobile devices are returning the best results. With WURFL, advertisers can quickly evaluate campaign effectiveness and make adjustments mid-campaign. They can narrow their ad spend to specific devices and improve their ROI.

Device Intelligence Products for Mobile Advertising

  • WURFL InFuze gives DSPs, SSPs, and ad servers a high-speed API, with options to integrate WURFL device intelligence into any application running downstream. This means WURFL InFuze can support multiple applications: real-time content targeting, mobile ad optimization, and analytics.
  • WURFL.js Business Edition can identify specific models of iPhone and iPads that are critical to advertisers’ targeting and segmentation KPIs.
  • ImageEngine instantly recognizes a mobile device, resizes the advertisement image, and delivers it fast using our image CDN. The result is a 60% reduction in payload and faster page loading.

ScientiaMobile serves the leaders of many segments of the mobile advertising market, including:

  • Ad Servers
  • Ad Networks
  • Demand-Side and Supply-Side Platforms
  • Real-time Analytics