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NY based StrikeAd ramps up APAC operations with new GM

Mobile adver­tis­ing start­up StrikeAd is tak­ing a big leap for­ward with a new gen­er­al man­ag­er, Ryan Mur­ray, for its Sin­ga­pore and APAC office. Smarter mobile adver­tis­ing for smarter agen­cies Peo­ple with media jobs in mobile adver­tis­ing agen­cies will almost cer­tain­ly have heard of this New York start­up, which was found­ed in 2010. As we report­ed in Octo­ber 2012, its unique Demand Side Plat­form (DSP) deliv­ers quick, trans­par­ent plan­ning and opti­mized ad deliv­ery for agen­cies and adver­tis­ers involved in glob­al cam­paigns. And with its acqui­si­tion of mobile ad tech start­up AdMo­bius that year, it added anoth­er for­mi­da­ble mobile adver­tis­ing weapon to its arse­nal: the latter’s patent­ed Audi­ence Man­age­ment Plat­form (AMP). AMP proved itself capa­ble of unlock­ing the deep­er val­ue of mobile data by ana­lyz­ing and intel­li­gent­ly inter­pret­ing mobile users’ demo­graph­ic and inter­est-based infor­ma­tion. And now it’s appoint­ed a vet­er­an of online and mobile adver­tis­ing to the helm of its Sin­ga­pore office, which sig­nals that it’s plan­ning to do some seri­ous­ly heavy-duty  busi­ness in that part of the world. Mr. Mur­ray worked for four years with the NY ad devel­op­ment firm, Col­lec­tive, before join­ing StrikeAd, where he spent the last two years as GM, Americas,in its New York head­quar­ters. A big step…

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DSP: a promising path through the mobile advertising jungle?

With a recent study by research com­pa­ny Berg sug­gest­ing that mobile adver­tis­ing accounts for a mere one per cent of the glob­al adver­tis­ing out­lay, it’s a fair bet that mobile adver­tis­ing agen­cies are all ask­ing “How can we expand this mar­ket?” A mobile device far­ra­go Despite the mas­sive uptake of mobile devices, mobile phones adver­tis­ing is no stroll in the park. There’s a pro­lif­er­at­ing far­ra­go of dif­fer­ent hand­sets to con­tend with, sport­ing dif­fer­ent screen sizes, oper­at­ing sys­tems and capa­bil­i­ties. To com­pli­cate mat­ters fur­ther, Apple has been set­ting its Safari brows­er to reject third-par­­ty cook­ies (the sta­ple of online adver­tis­ing) from its iOS prod­ucts (iPhone and iPad). There’s a lit­tle more flex­i­bil­i­ty with Android devices, but there’s also a lot of frag­men­ta­tion: dif­fer­ent devices use dif­fer­ent ver­sions of the OS. A new path through the mobile jun­gle But some up-and-com­ing agen­cies are forg­ing a promis­ing path through this tech­no­log­i­cal jun­gle. It hinges on the use of a DSP – demand side plat­form. This allows busi­ness to pur­chase adver­tis­ing space in a tight­ly tar­get­ed way – and mea­sure the suc­cess of each cam­paign. In the online ad world, it con­nects adver­tis­ers with ad exchanges; the mobile ver­sion – like that deployed by…

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