Tech wrap-up: Mobile matters and machines in marketing

Hotmob and Celtra to launch Interscroller Network in Hong Kong

Mobile advertising marketplace Hotmob is collaborating with Celtra to launch the first branded video-enabled ‘Interscroller Network’ in Hong Kong.

The network will serve millions of mobile video views monthly across multiple fashion, beauty, lifestyle and entertainment mobile web platforms including KoreaStarDaily, Timable, Parenting Headline, Presslogic Girls, Kdaily, Cats and Cookeys.

Advertisers may incorporate branded video in an Interscroller ad, together with static or HTML creative.

Developed by Celtra, the Interscroller ad format combines a high-impact interstitial with an elegant scroll interaction to reveal brand content underneath the mobile web page. This ad format is built responsively, adapting to full screen on all devices and orientations. Branded video will be played when 90 percent of the ad unit is viewed and audio is initiated by tapping.

Rick Knott, regional director, APAC of Celtra:

We’re delighted to launch the Interscroller in Hong Kong with Hotmob. As users grow more accustomed to mobile experiences and more opinionated on mobile advertising, innovative solutions such as the Interscroller will be imperative to drive the future of mobile advertising. The Interscroller has been carefully designed with a strong focus on the user experience to consistently deliver a great experience.

Taptica and Adways Korea team up for global campaigns

Mobile advertising platform Taptica has entered into a partnership with mobile-marketing company Adways Korea. This follows the recent establishment of Taptica’s office in Seoul, in line with the company’s moves to increase its presence in the Asia-Pacific region.

Under the terms of the agreement, Taptica and Adways will target the mobile games industry, which is a key area of focus for Adways. The strategic partnership is intended to facilitate global mobile app developers and other Taptica clients to run effective and efficient mobile marketing campaigns in Asia via access to Adways’ extensive network and coverage.

Taptica currently works with more than 450 advertisers including Amazon, Disney and Facebook.

Hoon Lee, GM, Taptica Korea:

We are delighted to have entered into this partnership with Adways, the undisputed leader in the Asian mobile marketing space. Together, we aim to serve the rapidly-growing Korean mobile app business and lead the market expansion. We believe that the Asia-Pacific region, facilitated by this partnership, will be a significant contributor to Taptica’s 2017 revenues.

Smaato launches new demand platform

Smaato announced a major expansion of its mobile monetization solutions for the demand side of the mobile advertising ecosystem, with the launch of the Smaato Demand Platform (SDX).

The new offering aims to empower demand partners to optimize their mobile advertising traffic via traffic targeting tools, to provide precision, control and flexibility. SDX is touted to significantly reduce operational waste for demand partners across mobile advertising campaigns.

Beyond country-level targeting, inventory can also be ramped up based on ad format, device type, connection type and in-app versus mobile web. Advertisers and demand-side partners will also be able to filter out or target publishers based on previous campaign performance.

Ragnar Kruse, CEO and co-founder, Smaato:

With the introduction of SDX, Smaato can now proudly say we offer the industry's most comprehensive, robust mobile advertising solutions for both the demand and supply side of the ecosystem. We carefully considered the pain points of our demand partners and believe that SDX is an important step toward giving our partners control over the traffic they receive to target the premium mobile inventory most relevant to their campaigns.

AppNexus signs technology partnership with Spotify

AppNexus has announced a partnership with Spotify to enable programmatic buying across the music-streaming platform’s global audio inventory.

Under the terms of the partnership, buyers will be able to upload audio creative and purchase inventory using AppNexus’ Programmable DSP, which supports all digital media types including display, mobile, native, audio, and instream and outstream video.

Buyers can access supply from Spotify through private deals to leverage the seller’s unique data offerings. Buyers using AppNexus’ Console will have access to the same tools they use today for their display and video buying.

Michael Rubenstein, president, AppNexus:

AppNexus is thrilled to be a key partner to Spotify as it extends into programmatic audio. The AppNexus Publisher Suite is built exactly to help companies like Spotify to maximize monetization across all inventory formats—display, native, video, and audio.

Exponential explores the machine in online marketing

Digital media solutions provider Exponential has released a four-part video series exploring audience discovery, targeting and optimization titled: Trusting the Machine in Online Marketing. The video series feature discussions between UK chief strategy officer Doug Conely and UK managing director Jason Trout.