Staff Reporters
Mar 3, 2017

Tech talk: Audience data, mobile header bidding, more

Our latest adtech and martech roundup briefs you on news from MediaMath, Pubmatic and more.

Tech talk: Audience data, mobile header bidding, more

MediaMath launched MediaMath Audiences in Australia, New Zealand, Singapore and India.

Based on a database of more than 1 billion consumers, the offering lets clients easily activate against highly predictive audiences in an omnichannel way through a self-serve UI in MediaMath’s DSP (demand-side platform), the company said. 

MediaMath Audiences includes four proprietary data offerings: 

  • MediaMath Lookalike Audiences: Enables marketers to run cost-effective prospecting campaigns by targeting only consumers who are most likely to respond.  
  • MediaMath Targeted Audiences: Looks at what customers browse and buy on other sites to inform campaign strategy and messaging.  
  • MediaMath Audience Scoring: Identifies which of a brand’s existing customers are most likely to re-engage.  
  • MediaMath Insights: Suite of predictive reports that enables marketers to understand what browsing and buying activities are most likely to drive a return visit.  

Rahul Vasudev, Managing Director for MediaMath APAC:

We are helping clients optimise their prospecting campaigns with lookalike audiences at scale, and to boost their remarketing campaigns with informed scoring. Targeting past site visitors isn’t enough these days. We enable clients to adjust bid strategies and messaging based on customers’ actual online activity across all devices and channels. 

PubMatic announced the expansion of its header bidding tech to mobile apps, adding to previous support for desktop and the mobile web.

With mobile app inventory already commanding a 59 percent premium over mobile web  and mobile apps accounting for 86 percent of consumer time spent in mobile , the opportunity for mobile app publishers is a significant one.

PubMatic offers publishers two implementation options: a lightweight, non-SDK version that only requires the addition of PubMatic code to an existing app’s ad serving SDK, or a full SDK version that provides access to more data, including device ID, location, mobile carrier and operating system version.

Evan Simeone, senior vice president of product management:

Mobile app inventory has largely been left out of the header bidding trend that upended monetization across desktop and mobile web over the past 18 months. By bringing this technology to mobile apps, we’re giving mobile app developers greater visibility into market price for their inventory, allowing them to leverage its true value outside of the traditional waterfall.


Tableau Software introduced Tableau 10.2 globally for advanced data analytics.  

The new release upgrades Tableau 10.1, released in November, with advanced mapping capabilities that make complex geospatial analysis easier and simplifies data prep with better visualisation and new ways to combine and clean data to deliver self-service analytics at scale, according to the company. 

A new Spatial File Connector will let customers bring in spatial data directly into Tableau for analysis since it now connects to ESRI Shapefiles, KML, GeoJSON and MapInfo file types.

More data connecters in 10.2 including Apache Drill and Microsoft SharePoint lists have been added to others like Eloqua for marketing automation and campaign data and Anaplan for business planning data.

Andrew Beers, chief cevelopment officer at Tableau Software:

The need to see and understand data has never been greater. Enhancements in Tableau 10.2 make advanced analytics easier, faster and more scalable. We’ve added new ways to leverage spatial data, prep data and manage Tableau deployments in the enterprise. Visualizations are easier for people with disabilities to perceive and explore, making data accessible to everyone.


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