Data intelligence company Near has partnered with Big Mobile to represent its marketing offering in Australia.
Near has integrated its artificial intelligence (AI) audience technology into Big’s adtech platform Buddy.
The partnership gives access to audiences, creative and media through one integrated platform and provides complementary tools for demand side platforms (DSP).
Near and Big’s technology will allow brands and agencies to find real-time users both behaviourally and contextually, and build high impact advertising across desktop and mobile.
They will also be able to measure a campaign's success against real world metrics such as footfall attribution, store uplift and user engagement reporting.
Big CEO David Green says the partnership is a "genuine game changer" for the industry.
“Our aim here is to make it easy for traders and agencies – giving them the tools to build campaigns and take a non-guaranteed Deal ID and put it live in their DSP of choice," Big CEO David Green says.
Near has invested heavily to produce a best in breed audience platform, Allspark, which is now integrated with Big’s Buddy platform.
“Partnering with Big is an important relationship for us and we see the Australian market as a key growth market for us where we already have some strong relationships with brands and agencies,” Christian Clark, country manager for Allspark at Near, says.
The integration of Near’s Allspark into Big’s Buddy platform, allows brands to find the right people at the right time to serve ads to and build beautiful ads all in the one platform.
Big will work closely with Near’s Australian team to ensure this partnership brings the best value of real-world intelligence and high impact creatives to marketers.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.