Here at #dmexco, Ayuda Systems has announced that it has spun off a new company focused on helping marketers target consumers on mobile and DOOH screens based on where they are and places they have visited.
AYUDA[x] is a location martech company that aims to help marketers target consumers by delivering ads to mobile devices and DOOH screens – all by analyzing massive geospatial datasets to understand where consumers are, where they have been, and where they are going.
Andreas Soupliotis, CEO of both Ayuda and AYUDA[x] told us earlier today “Digital marketers are increasingly buying location-based mobile media, and we are intentionally melding DOOH and mobile into one bucket which we refer to as Location.”
To accelerate this effort, AYUDA[x] has embraced a go-to-mobile-market strategy that evangelizes the value proposition of cross-screen campaigns to mobile buyers.
“This is a pivot for us. We’ve spent the past 13 years building a wildly successful ERP and digital signage software business for the OOH sell-side. Now we’re adding mobile as a first class citizen to our programmatic tech stack, and AYUDA[x] is working directly with marketers and digital agencies on the buy side.”
It would appear that unlike, say, xAd, AYUDA[x] is actually backed by a platform that includes a cross-screen ad server that can seamlessly shift mobile impressions to DOOH screens in real-time.
That platform analyzes massive spatiotemporal datasets and uses geo-fences to tag devices that are physically observed in places of interest. It delivers ads in real-time to mobile apps on those devices while inside the geo-fences, and re-targets the same devices after they leave the geo-fences via both mobile apps and DOOH screens.
The platform accesses data feeds from a variety of sources ranging from mobile exchanges and cellular to beacons. Algorithms optimize, in real-time, how creative is moved around screens, both mobile and DOOH.
Andreas Soupliotis reckons that his (new) business means that the industry will have finally cracked location-based mobile marketing. He said “Digital marketers are now empowered to target their desired audience based on past and present location, which is, after all, the ultimate cookie.”
About AYUDA[x] Inc.
AYUDA[x] is a marketing technology company that helps marketers target consumers based on where they are and places they’ve been. AYUDA[x] consists of a platform and a go-to-mobile market strategy. The full ad tech stack platform includes an SSP for DOOH media owners, an ad exchange, a DOOH ad server, and a cross-screen DSP.
September 14th, 2016 at 13:41 @612
If any one can crack this, it is Andreas and his talented team at Ayuda. Well done guys, groundbreaking yet again!