MediaMath partners Mobilewalla to help marketers reach mobile audience in APAC

Singapore, 22
September, 2016 – MediaMath, creator of the
TerminalOne Marketing Operating System™ for digital marketers, today announced
the introduction of AudiencePLUS (APAC), the region’s first mobile audience
segment collection for digital marketers, on its TerminalOne platform.
Developed by Mobilewalla, the owner and operator of the largest consumer
intelligence platform on mobile, AudiencePLUS (APAC) will help marketers better
identify and target individuals through 120+ audience segments with more than
600 million unique, targetable devices, in twelve countries throughout the
region.

Through this
partnership, MediaMath clients will be able to target customers on their mobile
devices based on multiple characteristics, such as demographics, behaviour, and
location. Users will also be able to create custom segments to target audiences
in addition to the structured taxonomy offered on AudiencePLUS. As a result,
marketers will now be able to plug AudiencePLUS segments into their marketing
campaigns, and further establish a digital connection directly to the mobile
devices of their target consumers, thereby extending possible business
outcomes.

Rahul Vasudev,
Managing Director, Asia Pacific at MediaMath, commented, “The profile of our
clients in APAC has changed significantly in the past year, and we’re reaching
a stage where we see the investment in mobile overtaking display and video.
This does not come as a surprise, given the mobile-first nature of consumers in
APAC. We’ve had a long history of introducing class-leading tools in the
desktop world, and now we’re able to give our clients the ability to replicate
the same on mobile devices. We are extremely excited to partner with
Mobilewalla to further enhance the audience targeting capabilities within
MediaMath’s TerminalOne platform. The AudiencePLUS data set now gives clients
the ability to target consumers based on various characteristics, and will
provide the end consumer with more relevant ads.”

AudiencePLUS will
leverage Mobilewalla’s 70 petabytes of accumulated mobile consumer data to compute
consumer profiles and segments. With the industry’s largest repository of
historical mobile device usage data, Mobilewalla is able to create, maintain
and continually refine mobile audience segments across multiple geographies, by
observing consumer behaviour across media, time and location.

Commenting on the
partnership, Anindya Datta, Chairman and CEO, Mobilewalla said, “The mobile
medium enables marketers to reach the most engaged digital consumers.
Advertisers expect mobile campaigns to reach consumers in contextually relevant
ways in order to significantly enhance the return of investment (ROI) on their
advertising spend. We are excited to offer AudiencePLUS (APAC) on the industry
leading MediaMath T1 platform to enable true one-to-one consumer
addressability, and enable marketers to enjoy access to the region’s first
mobile audience segment on the industry’s leading Demand-Side Platform (DSP).”