Marimedia Rolls Out Mobile Behaviour Analytics Tool

Israeli digital ad tech firm Marimedia has launched a tool analysing mobile user behaviour and demographics for the purpose of mobile ad campaign targeting.

Marimedia's proprietary software establishes the optimal revenue generating match of publisher ad space with advertiser's inventory, automatically integrating with online digital ad platforms and providing relevant advertiser bids for auction.

The firm's new tool has been launched through its Taptica subsidiary, which uses artificial intelligence and machine learning for data-driven mobile targeting and user acquisition. On the back of this, the new tool provides a range of anonymised user behaviour data, including impressions, clicks, conversions, purchases and money spent; with key performance indicators defined by the customer. When this behaviour data is combined with detailed demographic data such as location, age, gender and operating system, Marimedia says creative and ad spend can be refined according to the customer's target.

Marimedia CEO Hagai Tal (pictured) comments: 'With this new analytical tool, ad agencies, brands, app developers and others are able to make more informed decisions about their mobile advertising campaigns based on real-time anonymised data. Importantly, it also allows ad agencies to demonstrate value to their own clients, which, in turn, enhances our value to them.'

The company, which last May completed its IPO on London's Alternative Investment Market (AIM), raising £17.9m at £1.53 per share, is online at: www.marimedia.com .