Adform reckons AdTruth’s device recognition can aid its mobile ad performance

AdTruth ID should make for more a accurate RTB service

In order to improve its pan-European ad tech platform, Adform will be utilising the AdTruth ID system to support its platform’s desktop and mobile real-time bidding (RTB) capabilities. The company claims this should lead to increased campaign reach and audience engagement. Adform argues that device recognition is at the core of delivering relevant consumer experiences for advertisers. It maintains that existing approaches have become ineffective in the current mobile and privacy-aware environment.

AdTruth’s universal device recognition technology works across all devices in both desktop and mobile environments.

Martin Stockfleth Larsen, CMO with Adform, commented, “Adform is committed to overcoming the limitations of current device recognition technologies in a way that supports the performance our clients’ demand and the privacy protection consumers expect.”

“Adform’s decision to adopt our universal technology demonstrates AdTruth’s value to the ecosystem,” said James Lamberti, vp and general manager with AdTruth.

Lamberti continued, “Our technology was built taking a privacy-by-design approach.”

“It empowers marketers and agencies to implement online campaigns with the necessary tools to reach audiences on mobile and desktop.”

About Hans Cett

Hans Cett is an established freelance author and consultant specialising in the mobile communications industry. He also writes for Countdown2MWC - http://countdown2mwc.wordpress.com/
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