May 2, 2013
Leading mobile ad network MobFox announced today it has installed ScientiaMobile’s high-performance device detection solution, WURFL InFuze for Apache. With this solution, MobFox has adopted a new architecture that boosts its responsiveness to ad requests, scales its infrastructure more efficiently, and increases its capability to target advertisements to the latest smartphones and tablets.
MobFox’s CEO, Julian Zehetmayr, commented: “The mobile advertising market is increasing dramatically as smartphones and tablets are becoming the most popular way to view web content. In the past, we used ScientiaMobile’s WURFL OnSite API. But with the projected growth, we favored a solution that was more deeply integrated with our web server and delivered even greater performance. We were thrilled to find ScientiaMobile’s WURFL InFuze helped us achieve these goals.”
ScientiaMobile’s products are built on its industry-leading Device Description Repository (DDR), known for its accuracy and timely updates. WURFL InFuze products rely on a fast C++ API to enrich the application context with WURFL device capabilities. It injects device capabilities directly into HTTP request headers or presents them as Environment Variables, so any application can leverage the information without the latency that comes when querying a DDR through higher-level languages.
Steve Kamerman, COO of ScientiaMobile, said: “For MobFox, we drastically reduced the number of WURFL installations and boosted performance at the same time. The WURFL InFuze for Apache module is a great fit for the high-volume, low-latency environment of mobile advertising.”
MobFox leverages device detection in two phases. First, device detection enables MobFox to accurately assess and serve advertising content that is dimensioned correctly for requests coming from publishers for smartphones and tablets. Second, MobFox leverages the WURFL device data to gauge campaign effectiveness by device. Through data warehousing of campaign results, MobFox adjusts mid-campaign to further improve campaign performance.
“We are happy with ScientiaMobile’s new solution,” stated MobFox’s Zehetmayr. “We look forward to leveraging ScientiaMobile’s new capabilities as we bring more innovation to mobile advertising.”
Founded by young entrepreneur Julian Zehetmayr in Vienna, Austria in 2010, MobFox has grown to become one of the world’s largest mobile advertising networks for Android and iOS.
Currently serving over 20 billion monthly ad impressions to over 15,000 publishers, MobFox’s rapid success can be attributed to innovative tools developed and tailored for clients needs on both sides of our network. The combination of leading ad formats, precise targeting, high caliber tracking and precision optimization ensures superb results for both publishers and advertisers
ScientiaMobile provides the industry’s most accurate and flexible device detection solution, helping customers deliver great web experiences and manage the increasingly fragmented mobile device ecosystem. ScientiaMobile sells WURFL, a constantly-updated repository that catalogues thousands of devices and their capabilities and provides access to them via range of API languages. The WURFL framework enables many organizations, including Fortune 500 companies, to effectively design and analyze web experiences for an ever-growing range of smartphones, tablets, smart TVs and game consoles.