Juice Mobile got into the real-time bidding (RTB) game Wednesday with the launch of a new mobile-specific platform.
Several companies sell Canadian mobile inventory in the real-time environment, but Juice’s product is the first mobile-specific real-time trading desk.
“Our clients have been asking us for a mobile RTB platform that addresses the mobile shortcomings of online RTB engines while providing more scale, targeting and bidding than traditional mobile ad networks,” said Juice Mobile CEO Neil Sweeney.
Sweeney said many competing mobile networks lack real-time bidding, or are foreign-backed and don’t properly target within Canada. Juice’s, Sweeney said, offer advertisers a cost-efficient way to purchase ads through mobile publishers and apps that also allows them to target users based on demographics. The platform also offers tracking and analytics to clients.
“It is important to note that RTB is not a strategy unto itself, it’s an execution,” Sweeney said. “By implementing this as part of Juice’s product offering, we are allowing our clients to better execute the strategies they have developed with Juice.”
Juice Mobile client Scott MacLeod, Shaw Media’s senior director of marketing and media planning, intends to use the new platform. “At Shaw we continue to test the market with cutting edge media innovations that allow us to engage with our customers, so we are excited Juice can offer this platform as part of their many marketing solutions,” MacLeod said.
Approximately 10% of digital media ad impressions are purchased via real-time bidding, according to eMarketer, a figure the internet market research firm expects to grow to almost 30% by 2016.
Mobile-specific real-time desks have been in operation in the U.S. for some time. Companies like the San Francisco-based MoPub have been selling ads on mobile apps and websites in the real time environment since late 2011.