Improve Digital launches mobile ad platform

Improve Digital is introducing an integrated mobile offering to enable publishers to maximise income from their mobile ad inventory.

The platform is enabled by technology developed by Pubmatic, Improve Digital's US partner.

The move is in response to the rapid growth of the mobile advertising market.

The platform connects to the optimal mix of mobile ad networks according to publishers' content, audience, and brand safety requirements.

It decides - in real time - which mobile ad network can best monetise each impression and selects the highest paying ad network.

The same brand control capabilities that protect Improve Digital's web publishers from unwanted ads, channel conflict, and ad latency issues will extend to the mobile platform.

Mobile-specific data points such as device, user location, and user demographics are considered as part of the ad network and exchange selection process to maximise publisher revenue.

Publishers will be able to manage and review reporting and analytics from one consolidated dashboard that tracks both web-based ad sales and mobile ad sales.

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