Following the Verizon-AOL purchase earlier this week it appears the mobile programmatic gold rush is on.
Today, open ad management platform company for multiscreen campaigns, Sizmek, which is headed up locally by VP, global accounts, APAC Carolyn Bollaci, announced today the acquisition of StrikeAd, a mobile advertising demand side platform (DSP).
The StrikeAd DSP allows advertisers, agencies, and publishers to plan, optimise, deliver and measure “the most effective mobile advertising campaigns on a global scale”.
Bollaci said by connecting mobile programmatic buying directly with rich media and video authoring, dynamic creative, in-app data, as well as viewability, verification, and attribution capabilities, marketers can now maximize the ROI of programmatic.
“The next wave of the DSP market will be led by mobile and our acquisition is aimed at ensuring brand advertisers can effectively target and communicate their ad creative to consumers on portable devices,” Bollaci said.
“The mobile space requires a solid and detailed understanding of mobile apps, ad formats, and the mobile web.
“The Australian consumer is now leading the world in mobile usage and brands are now increasing their budgets and wanting to make their mobile strategy work. The Strike Ad acquisition is part of our plan to help them accelerate their mobile advertising spend.”
Bollaci said the research shows that mobile advertising will overtake the desktop in the next year and the StrikeAd capabilities are focused on programmatic display, though it has plans to expand that quickly into video.
“They launched in 2010 and were the first mobile DSP in the market. They have a talented team and we are delighted to welcome the team into the Sizmek fold,” she said.
StrikeAd will also join other DSPs as part of the Sizmek DSP Connect initiative. Sizmek expects to close the deal at the end of May.
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