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Introducing Decisive, the New York startup that aims to be the E‑Trade of mobile advertising

It’s no secret to pros with media jobs in mobile adver­tis­ing agen­cies that suc­cess fre­quent­ly hinges on good ana­lyt­ics as much as it relies on cre­ative tal­ent. And one of New York’s newest res­i­dents, SoHo-based mobile adver­tis­ing start­up Deci­sive, is on a mis­sion to become the E‑Trade for mobile ads. Launched last month, its plat­form lets busi­ness­es set up mobile adver­tis­ing cam­paigns and then watch the results in real-time. Bid­ding down to the sec­ond  Co-founder and CEO David Dun­das said that he and his team at Deci­sive “want­ed to auto­mate the cre­ation of cam­paigns for our clients.” He added, “You can see how well your cam­paign is run­ning down to the sec­ond.” Clients get to have a whole lot more con­trol: the plat­form lets them set up bids for the spe­cif­ic audi­ences they want to reach on mobile devices (they’re cho­sen from anony­mous data, like New York iPhone users who vis­it sites like TMZ.com). The mar­ket­ing world is shift­ing toward pro­gram­mat­ic adver­tis­ing that’s been acti­vat­ed by the actions of the intend­ed audi­ence, Dun­das explained, like vis­it­ing a web­site or open­ing an app. For exam­ple, as soon as an app is opened, it sends a small pack­et of data to com­pa­nies…

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