WapStart launches mobile oriented DMP
WapStart, the largest independent mobile AdTech platform in Russia and CIS, has launched its own DMP product – intelligent system for storing, analyzing and segmenting users based on their behavioral data and intent. This DMP is tightly integrated with the WapStart’s flagship DSP platform “Plus1″ allowing advertisers to target users based on custom behavioral use cases or ready to use segments.
DMP platform uses innovative two-stage approach to storing entire data in real time from direct and external sources. Special analyzer sub-system does parallel pattern and intent recognition offline. This allows for storing the most complete data set before even knowing what data may be necessary in the future.
Wapstart has also used the large array of data to define most common user segments needed for the effective brands and advertising agencies campaigns and optimized media buying.
The new DMP system allows WapStart to further enhance its offering in the following ways:
1. Deep campaign post-analysis identifies such user segments as: active, loyal, engaged, uninterested, passive, etc. Allowing for the follow-on campaigns for each segment.
2. Audience segmentation can be used to improve ad performance from the start – targeting and personalized messages for various user segments.
DMP allows one to get unlimited number of different user groups, which may be similar to each other in some aspects, but fundamentally different in others. These unique sets allow advertisers to find their specific audience and validate marketing hypothesis.
3. Simplified way to manage campaigns
The introduction of DMP allows to target audience and not publishers or ad placements eliminating a lot of the management time but significantly increase the quality of traffic.
Mark Zislin, head of performance department: «2015 was a special year for us, we announced the creation and usage of our own DMP to the mobile advertising market. At the current time we already have access to a huge audience for different target segments.
This is a significant and strategic step, we have much more to do in this area, but it is a great foundation to start on. For example, the ability to implement the technology of look-a-like. This means that advertisers will be able to discover and gain access to the new audience outside of its core portrait but as effective and loyal. Now we can conduct more effective campaigns and personalize the audience interaction».
WapStart is the largest mobile advertising network in Russia and CIS. The company provides services to thousands of mobile websites and applications within local and international markets. Monthly WapStart audience reach is 40 million people and over 5 billion impressions. WapStart possesses advanced technologies of targeting and audience analysis, allowing to carry out advertising campaigns in mobile environment with high investment profitability.
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