Mobile advertiser Ringleader Digital takes a step towards white label

Ringleader Digital has “refined” its business strategy, with a new focus on licensing out it’s advertising and tech platform. Ringleader will offer ad networks and agencies, brands and analytics companies the chance to purchase a bundled platform, or to buy just the parts of it they need. The idea seems to be that since Ringleaders platform is developed highly enough to interact smoothly with existing ad servers, new clients can be guaranteed that they are buying a product that works.

Part of the new direction no doubt comes from the purchase of Ringleader by Kristine Latronica at Access Mobile Advertising.

From the release:

“Ringleader’s strategy shift is a direct answer to the substantial growth that the mobile advertising industry has experienced as more and more brands and agencies invest in this medium,” said Bob Walczak, CEO of Ringleader Digital. “The amount of inventory in the market has created a need for publishers who want interoperable and enterprise grade scalable solutions to manage their inventory. We believe that Ringleader’s customized solutions help publishers do just that while enhancing their existing system.”

What we think?

So… Kristine Latronica, who used to be Ringleader’s VP of Sales, buys the company under the new name of Access Mobile Advertising, and converts it from an ad serving network into a white label technology platform for a new ad serving network. Par for the course in a crunch, frankly. Ringleader’s focus on ad-serving technology seems to have paid off - it’s base offering is good enough that it can be used as the basis for a larger ad serving strategy.