Home Mobile MobFox PMP Aims To Help Apps Get Top Dollar For Mobile Audience Data

MobFox PMP Aims To Help Apps Get Top Dollar For Mobile Audience Data


First-party audience data is an app publisher’s most precious asset. Which is why, as developers and brands dip their toe further into mobile programmatic, private marketplaces are their safety mechanism.

On Wednesday, MobFox took the wraps off a PMP for mobile audiences, where app publishers can make their data and inventory available programmatically and select brands can shop with more transparency into pricing, placement and segments. The product was in beta for the past few months.

“Publishers are trying to fight the inefficiency you see in the programmatic world, where impressions aren’t sold at maximum yield,” said Gil Klein, EVP of media at Matomy Media Group, parent company of mobile SSP and exchange MobFox.

MobFox is also creating cross-publisher inventory and audience packages to help advertisers find what they’re looking for and help publishers snag the best price.

“It could be a package of top-performing apps or perhaps a package of music apps or apps with location turned on,” Klein said. “Or it could be audience-related, like packages of apps around age, gender or in-app events, which is the more sophisticated stuff.”

Rakuten-owned IP calling and messaging app Viber is using the MobFox PMP as an inducement for advertisers that want a greater level of control over their programmatic buys and as an enticement to potential buyers that want to test the waters before jumping into a longer-term relationship with the app.

“It’s like a middle ground that brings nonprogrammatic players to the field for us and opens up new lines of business,” said Zion Karsenti, Viber’s head of advertising. “They know what they’re getting. We can make a guarantee and they can have specific targeting for a subset of users.”

Setting up a private marketplace also lets Viber make more money in difficult-to-monetize, generally smaller markets, like within Southeast Asia.

In large markets, the open exchange is competitive because there’s more demand than supply, Karsenti said, so the price goes up.

But in markets where the demand and supply are pretty much equal, “the exchange turns into a kind of pipe where you have enough impressions to serve everyone, so the price might only go slightly above the floor price,” he said. “It’s to be expected.”

That doesn’t mean, however, that some advertisers in those markets aren’t willing to pay top dollar for Viber’s audience. Rather than scrolling mindlessly through a feed, Viber users are usually engaged when presented with an ad – all of Viber’s inventory is native – because they’ve either just finished a phone call or are in the midst of sending a message.


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Using a PMP, Viber can lock in interested advertisers at a higher CPM for those segments in a regional market than they’d get out on the open exchange.

“It’s amazing to see eCPMs in some nascent areas of the world rise to the level of Italy or France because there are multiple buyers in the PMP,” Karsenti said.

In mobile, value comes from being able to – safely – layer in audience-based buys, Klein said.

“Publishers are getting smarter,” he said. “They know that the more data there is and the more granular and targeted you can get, the higher the yield will be. They’re actually happy to sell their data – they just want to make sure they get the right price for it.”

Mobile data exchange Adsquare released a similar product in September, a PMP for mobile audience data that aims to give publishers more control over who they make their segments available to. Approved buy-side partners can access the segments through certain DSPs.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.