The Matomy Media Group has created a new mobile advertising agency offering a fully-managed service. The new agency is called mtmy and it utilizes Matomy’s Data Management Platform (DMP), offering targeting of global media with cross-channel ad optimization.
The mtmy services generates data on app-specific user behavior and applies these insights across multiple channels to optimize audience-targeting between channels. This approach identifies high lifetime-value and ‘lookalike’ users with behavioral patterns that are similar to existing customer base. This cross-channel integration of marketing activities also maximizes return on investment for real-time bidding (“RTB”) buys and streamlines the process of working with multiple media partners.
Through its MobFox division, the company provides access to its mobile inventory using DMP and DSP technology to provide more efficient, accurate targeting and extended reach.
The solution utilizes behavioral profiling, lookalike targeting and predictive marketing to understand the best users according to interests, usage patterns, behavior, and over 100 other parameters, using a smart algorithm that identifies, targets, engages, and reengages lookalike and similar audiences across Facebook, Google, Twitter, and Instagram.
Through its Matomy Data Management Platform, mtmy uses proprietary programmatic technology including the company’s internal DSP and SSP, and other external sources, offering advanced segmentation of users for smarter media buying and customer acquisition across multiple devices and channels.
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About the author: RICHARD HARRIS
As the Publisher and Editor for App Developer Magazine, Richard has several industry recognitions and endorsements from tech companies such as Microsoft, Apple and Google for accomplishments in the mobile market. He was part of the early Google AFMA program, and also involved in the foundation of Google TV. He has been developing for mobile since 2003 and serves as CEO of Moonbeam Development, a mobile app company with 200 published titles in various markets throughout the world including the top GPS location app Chirp GPS. Richard is also the founder of LunarAds, a mobile cross-promotion and self-serv mediation network for developers. He has been a featured presenter at trade-shows and conferences, and stays active with new projects relating to mobile development.
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