AdChina, an advertising technology company for both the supply and demand side in China, is expanding its mobile side of the business to incorporate a mobile data management platform (DMP), in addition to the mobile ad network and mobile DSP that the company offers.
"Most of our competitors are either PC-only and trying to expand to mobile, or they are mobile-only looking to the PC space," said Michael Gao, VP of mobile operations and development center for AdChina. "We have our hands on both PC and mobile and that is one of our unique strengths."
The new mobile DMP, officially announced today, is meant to work with AdChina's other offerings, including its display DMP, and bring together data when possible. The interface showcases PC-only data, mobile-only data, and then PC and mobile data together, Gao explained, even though the market isn't quite at the place where companies are combining their PC and mobile programmatic in that way.
"AdChina's mobile DMP can not only seamlessly match with the AdChina mobile DSP, it can also integrate and connect with AdChina's PC-side DMP, DSP or other DSP platform in the future to achieve more comprehensive insights into the trajectory of people's behavior," the company said in a press release about the launch.
The company is working with several agencies in China to test the product now that it is officially released.
"Programmatic buying is data-driven, so each of the DSP companies, they more or less have their data, but no one has yet made it an independent product," Gao said. "We have reached a stage where we are able to systematically collect, clean, analyze, data mine and visualize data to assist with the business decision."
AdChina works with more than 60,000 mobile apps and has run more than 2,500 mobile campaigns, Gao said, so the company is able to pull first party data from those mobile publishers and advertisers. Additionally, AdChina works with the mobile carriers to get some third party data and anonymous user information related to travel, device details and more.
"We also work with all the major tier one and tier two ad exchanges in China," Gao said. "At the moment they send inventories to use, they also send data about this particular inventory. Some comes as anonymous data, some they provide more data about a user's profile and some extra information. Put it together, we collect data through first-party and third-party data sources."
Gao added that, as programmatic buying has increased in popularity in China, the DSP market for both display and mobile has gotten more competitive.
"I see a dramatic growth of this market, that's why we started early and we invested heavily in this space," he said. "We understand that behind the bidding and RTB, the key is data. We are taking a very strategic position and getting in early, and then we will make the DMP open for everybody."
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