Toronto-based in-app advertising agency Addictive Mobility is bringing its concept of ‘mad tech’ to the masses following a recently announced integration with Adobe Audience Manager.
Blending marketing tech and ad tech platforms into “mad-tech” will allow brands to extract actionable consumer information in a two-way exchange, explained Danielle Thomas, the public relations and content development manager for Addictive Mobility.
The partnership with Adobe Audience Manager provides brands with the ability to retarget pre-existing audiences across platforms, which Thomas believes is vital for to the success of mobile campaigns. While Addictive Mobility can’t reveal specific numbers without client permission, Thomas says they are already seeing better returns on their ad spend.
“In early tests with Adobe Audience Manager we have been able to locate 84% of a brand’s total audience within our own DMP for retargeting,” said Thomas. “This success rate is highly impressive and demonstrates an expansive reach in the Canadian market. “
“The match rate that initial customers have observed as a result of this strategic alliance is exceptional,” Ali Bohra, Adobe’s director of product marketing, wrote in a press release. “The ability to now activate audiences within Adobe Audience Manager through Addictive Mobility’s mobile platform will extend our customers’ incredible reach across the Canadian market. With this integration, our joint customers can now take their mobile app targeting strategy to the next level.”
Thomas adds that while impressions provide a snapshot for marketers, data can now be reused and repurposed to extract greater value, and ultimately greater return on investment.
“It continually informs a brand’s understanding of a consumer,” she said. “They still get the media they’re purchasing with us, but they also get more returns by being able to look at these actionable insights and implementing them on their next campaign.”
Addictive Mobility is also expected to announce further integrations to help expand the platform’s capabilities in the coming weeks.
