deltaDNA Upgrades Games Personalization Platform

Games analytics and personalization specialist deltaDNA has added an ad management solution, SmartAds, to its platform. The new addition combines intelligent player targeting with ad mediation in order to increase in-game ad revenues.

With bases in Edinburgh and San Francisco, the firm (formerly known as GamesAnalytics) uses advanced data mining and predictive modelling to identify and segment different player behaviour. This allows players to be targeted with real-time in-game messages, offering personalized experiences.

SmartAds draws on deltaDNA's analytics toolset and event data to segment players into two groups, ad responsive or IAP (in-app purchasing) responsive. This gives developers a 'holistic view' of the entire game economy and allows them to maximize CPM (cost per mile) income, as the platform predicts the value of each network and automatically cascades the ads, based on their value in real-time and at a user level.

deltaDNA Chief Exec Mark Robinson (pictured) comments: 'We are truly independent and have no inventory to sell; so we are focused on giving developers clear information and tools to optimize their revenues. With the SmartAds extension, users become masters of their own data, and our segmentation tools ensure each player gets the right experience. We know novice players love ads, but expert players hate them so let's give players the experience they deserve through effective use of ads and IAP'.

Web site: www.deltadna.com .