Matomy Adds Mobile Audience Platform to MobFox

Israel-based online ad company Matomy has launched a data-driven premium private marketplace (PPM) on its MobFox mobile supply side platform and exchange, allowing advertisers to acquire traffic and target mobile audiences.

Historically, Matomy's offer included a range of customized performance and programmatic solutions supported by internal media capabilities, big data analytics and optimization technology. Earlier this month, the firm announced it aims to focus future resources on programmatic mobile and video advertising, and domain monetization, after the business lost $11.7m last year.

The new PPM solution combines first-party data from supply partners with and data from its own partnerships, to provide publishers with better control and user segmentation for their buyers. Commenting on the launch, Matomy EVP Gil Klein (pictured) said: 'Our new PMP offering will enable our developers to offer their audiences' profiles programmatically to buyers, at scale. Whether it's a preferred deal or a private marketplace engagement, our demand partners will be able to bid for the audience segments and users with which they are looking to engage'.om">www.matomy.com .