Addictive Mobility is the latest Canadian ad tech company to roll out a self-serve programmatic buying platform, this one specializing in buying targeted display ads within mobile apps.
With the new self-serve option, which Addictive is calling EngageFront, marketers and media agencies will be able to license the Toronto company’s technology to build and execute their own custom mobile campaigns. The platform will combine Addictive’s RTB bidding, data management and ad serving capabilities, as well as its recently introduced Device ID-based in-app retargeting.
“In a crowded online and cross-platform self-service marketplace, we believe EngageFront will stand out as a specialized in-app advertising solution,” said Naveed Ahmad, Addictive CEO, in a release.
Self-serve trading has become the preferred option for independent and agency-owned programmatic trading desks, which leverage in-house expertise to execute complex buys across a range of different third-party demand-side platforms (DSPs). It’s also favoured by independent media agencies and small online businesses which prefer to do their own in-house ad buying.
Addictive will continue to offer clients a managed service option, where the company’s own programmatic experts help the client develop a mobile strategy and manage day-to-day trading operations.
