Madvertise Launches madPlus To Add Real-Time Bidding, Further Targeting To Its Mobile Ad Network

Madvertise, the European mobile ad network backed by the likes of Earlybird and Blumberg Capital, is adding a raft of new options for advertisers using its platform, including the introduction of AdWords-esque Real-Time Bidding, along with more sophisticated targeting. Dubbed 'madPlus' (those crazy Germans!), the new ad technology suite sees madvertise able to offer its clients new targeting capabilities that go beyond its existing geo-targeting and other criteria, such as content topics, defined handset models, operating systems, time, geographic location, and frequency capping. New to the table is the ability to select and target predefined audiences (e.g. “shopping mums” or “globetrotters”), resulting in a greater ROI, since it reduces ad wastage, says the company.

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