Flurry Gets into Real-Time Bidding
App analytics company Flurry announced today the launch of ‘Flurry Marketplace’ its own RTB (real-time bidding) exchange for mobile apps. Simply put, it enables advertisers to bid on available ad impressions in real time. While this type of stuff has been around the web for years on end, (Adwords, FB PPC, Bing, Yahoo, etc..) it’s just making its way to mobile, and given the size of Flurry’s data set it can offer advertisers; makes Flurry’s entrance into the market quite noteworthy.
As a company who sees more than 1 Billion smartphones and tablets used per month, and 300,000+ apps using its FREE Flurry Analytics product, this is not only exciting, but has also allowed Flurry to establish relationships with app developers, and publishers to direct them to their other premium products.
The Marketplace will come pre-bundled with app audience data so programmatic buyers can evaluate bid requests based on different demographics such as: age, gender, device, geography, application category,etc.. Bundling audience data into the RTB product lets Flurry differentiate themselves from some of their competitors, by allowing the advertisers to reach a specific audience through developers who can provide them the reach. The goal is that by providing better targeting options, advertisers will bid higher to have their impressions shown.
Flurry CEO Simon Khalaf went on to say,
“Despite big data advances, app publishers continue to sell inventory undervalued and blind because programmatic buyers don’t yet have a platform that overcomes publisher fragmentation and provides quality audience data in order to improve buying decisions,”
“Flurry Marketplace aggregates and enriches advertising inventory from thousands of applications with relevant, granular audience data that empowers DSPs, ATDs and networks to buy efficiently.”
Additionally, Flurry has shared some other figures today, that illustrates its reach in terms of devices and app sessions, sees over 44,000 app sessions worldwide every-second, and is involved in over a third of all sessions on mobile devices every-day.
Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 6 years. You can follow Kevin on any of the social platforms below.
