Apple caused a stir this week when news broke that the upcoming mobile operating system iOS 8 could deliver a blow to location-based trackers by scrambling the MAC (Media Access Control) address. Despite the name, the MAC address is not Apple-specific. Apple began restricting access to MAC addresses last September, when its release of iOS […]
JiWire, a mobile advertising company most commonly known for serving ads over airport WiFi networks across the US, has rebranded as “NinthDecimal” and launched a mobile audience-targeting tool for pre-roll video ads. Working with buy-side partner TubeMogul, early beta brand users include L’Oréal Paris, Kraft Foods and Honey Maid. NinthDecimal is ramping up location-based data […]
Combined year-end results from four ad tech companies show that rich media, location-based targeting and increasing brand spend drove expansion in the mobile real-time bidding (RTB) space for the previous quarter. Global bid responses for both mobile Web and app inventory continue to grow, according to mobile RTB ad exchange Smaato. Based on activity across […]
Location data is often touted as the key to unlocking the targeting opportunities in mobile ads. How to best leverage location data varies by company, however. For JiWire—a 10-year-old firm that started out as a Wi-Fi hotspot provider—the answer lies in layering data over customized audience segments. AdExchanger talked to JiWire President David Staas. AdExchanger: […]
