Audience management platform delivers expanded data segments and profiles for programmatic buying
Today, we are happy to roll out the latest iteration of the Opera Mediaworks Audience Management Platform (AMP). AMP 2.0 will enable AdMarvel platform customers to uniquely package their ad inventory leveraging their unique datasets, to expose specific audience segments across their properties. In addition, publishers can use these new capabilities to extend their audience reach across OMAX (Opera Mediaworks Ad Exchange)
Opera Mediaworks’ AMP is a product extension to the targeting capabilities of AdMarvel, the leading mobile ad serving and programmatic Supply Side Platform. AMP delivers granular audience segments by combining the publishers’ first-party data with third-party data available through the AdMarvel platform, enabling deep audience insights for ad targeting.
The key to AMP 2.0 is allowing a publisher to append its own valuable first-party data to third-party profiles delivered by Opera Mediaworks, to build profiles unique to their audience. For example, a music application that today targets its users only with its own first-party data on music preferences, can use AMP 2.0 to add third-party demographic and behavioral data to that profile and serve even more highly targeted ads across its owned and operated mobile inventory. In addition, that audience can also be identified and served to in other apps, using OMAX, should additional reach be needed.
“This technology is being made available to publishers so they can strengthen their audience targeting capabilities and increase their reach. Publishers want to deliver meaningful ads to trusted, premium mobile audiences at scale in a brand-safe environment,” explains Mark Fruehan, President, Publisher Services Global Supply. “AMP 2.0 gives our publishers the tools to deliver ads to detailed and accurate audience segments within their own ecosystem and across more than 1 billion unique consumers we touch each month. The goal is to ultimately deliver the right ad, to the right user at the right time.”
Doing all that in a privacy-compliant manner is core to AMP. No PII (personally identifiable information) is exchanged, handled or stored. All data is securely managed in a private cloud-based platform, which augments publisher first-party data with data insights from Opera Mediaworks. Data is further protected via encrypted communication and is only accessible for ad targeting and decision-making at the time of the ad call.
To enable AMP 2.0 and more information how you can leverage this platform solution, contact firstname.lastname@example.org.