Ringleader Digital mobile advertising Media Stamp Mobile Cookies

Ringleader Digital has created a proprietary Media Stamp Technology that extends mobile advertising by enabling mobile publishers and advertisers to reach customers with targeted offers.

What?
Hmmm. I think that Media Stamp is a server side technology that tracks individual handsets using cookies.
So it’s a mobile analytics service?

I think so.  Apparently you “stamp” the mobile device via the browser enabling agencies and brands to track unique visitors or clicks. No personal data is collected for example phone numbers but you can see who has been where and when anonymously.

From the press release:
 “We now have the ability to provide a greater degree of targeted ads across our growing portfolio of products,” said Toby McKenna, VP of Advertising Sales at Thumbplay, Inc. “Ringleader Digital’s Media Stamp has the potential to provide ‘game changing’ visibility into mobile user reach. For the first time, we can provide frequency capping, sequential ad delivery and detailed reporting on uniques. This will translate directly into greater campaign ROI for advertisers.”

 “The potential of mobile advertising has been constrained because agencies and publishers have not had the real-time visibility or analytics required to validate the return on investment for mobile ad campaigns” said Bob Walczak, CEO of Ringleader Digital. “Media Stamp is reinventing mobile advertising by quickly gaining a strong understanding of user preferences and enabling mobile advertisers to provide targeted, relevant advertisements to growing and active mobile audiences.”

 “The ability to provide enhanced targeting and analytics also creates an increased requirement to fine-tune privacy guidelines,” said Sonjoy Ganguly, VP of Product Management at Ringleader Digital. “Ringleader Digital is committed to supporting privacy best practices and is taking an active role shaping future mobile privacy policies with industry organizations.”

What we think?
I must say, I think Media Stamp (instead of an analytics name) is very clever. While this isn’t anything amazingly new and there are several mobile analytics providers -  I am seeing a trend that ALL mobile advertisers are going to start needing some kind of analytics.

Why?
Well with the lack of mobile inventory – you need to show that there are users.

So this is good?

I think its necessary. We have mobile analytics services for search, for operators and publishers and it seems as though agencies or brands are the main priority here.

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