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NativeX helps advertisers pinpoint exactly the right mobile users with psychographic targeting

Not many 13-year-olds can truth­ful­ly claim to have the pow­er to triple rev­enues from in-app mobile adver­tis­ing; however,native mobile adver­tis­ing firm NativeX – year of birth 2000 – claims to be able to yield ben­e­fits like this with its new ‘psy­cho­graph­ic’ tar­get­ing tech­nol­o­gy. A new breed of mobile adver­tis­ing tar­get­ing tech­nol­o­gy Peo­ple hold­ing media jobs in mobile adver­tis­ing agen­cies will doubt­less note a cer­tain disin­gen­u­ous­ness in the open­ing sen­tence: a young com­pa­ny is not quite the same as a young human being. In 13 years, how­ev­er, the Min­­ne­so­­ta-based com­pa­ny – which began life as W3i and was rebrand­ed to NativeX in March this year – has devel­oped what it proud­ly describes as “the most pre­cise demo­graph­ic tar­get­ing tech­nol­o­gy to date.” NativeX points out that most of its rival com­pa­nies use a cou­ple of attrib­ut­es at most to tar­get mobile ads – typ­i­cal­ly loca­tion and device type – but NativeX’s tech­nol­o­gy weighs up hun­dreds of thou­sands of addi­tion­al attrib­ut­es, includ­ing edu­ca­tion, eth­nic­i­ty, income, age and gen­der, and many, many more besides. Armed with data as nuanced as this, adver­tis­ers can home in on the pre­cise type of user they are seek­ing. Bieber, Bey­on­cé or bears? By way of an expla­na­tion about…

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