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 programmatic advertising ROI. With more effective mobile ads via WURFL, ad networks capture a premium price for their services.
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 programmatic advertising can be tailored and shown only to specific users.
For example, now advertisers and DSPs can profile and target an audience member’s buying power and willingness to pay based on his or her smartphone prices (Manufactured Suggested Retail Price – MSRP).
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. Programmatic 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 programmatic ad industry. WURFL accurately identifies over 40,000 device profiles and delivers them fast. That is why leaders like Undertone, Mojiva, and Google use WURFL.
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 programmatic ad spend to specific devices and improve their ROI.
ScientiaMobile serves the leaders of many segments of the mobile advertising market, including:
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