SOURCE: 140 Proof

140 Proof

December 09, 2014 15:20 ET

140 Proof and PubMatic Announce Programmatic Partnership to Deliver Social Data-Driven Ads to Mobile Apps

Companies Will Enable Programmatic Buying of Mobile Ads Using Proprietary Blended Interest Graph Targeting

NEW YORK, NY--(Marketwired - Dec 9, 2014) - 140 Proof, the mobile media company that uses social data to improve ad targeting, and PubMatic, the programmatic advertising platform for leading publishers, today announced a partnership that will enable advertisers to programmatically purchase 140 Proof's propriety "Blended Interest Graph" targeted advertisements for mobile apps on the PubMatic platform. 140 Proof's decision to work with PubMatic followed a competitive search process, during which 140 Proof evaluated several programmatic solutions. The 140 Proof ads will be made available on the PubMatic platform via a private marketplace.

"We have always believed in the promise of programmatic. The patent we were granted earlier this year is so valuable because it includes algorithmically matching ads to audience based on the individual's social activity and interests," said 140 Proof CEO Jon Elvekrog. "As the world's first social data management platform, we're excited to expand into buying systems that can access 140 Proof's unique ability to identify the right audience for a brand advertisement in mobile in-app, in which quality ad targeting has been notoriously difficult."

Through PubMatic, 140 Proof will be accessible to ad buying platforms worldwide. The company will make both a standard set of audience segments, or personas, available to approved buyers. In addition, clients may work with 140 Proof through PubMatic to develop custom personas that closely match an advertiser's desired consumer segmentation and dynamically match creative to these personas.

Kirk McDonald, President at PubMatic added: "As a leader in mobile programmatic solutions for publishers, we are always looking at ways to further enrich impression value. The innovation introduced to market by 140 Proof brings a new level of targeting that adds a unique solution that reaches individuals within mobile apps."

About 140 Proof
140 Proof created Blended Interest Graph technology to combine public data from many social platforms and enable large brand advertisers to target mobile ads to groups of people based on the interests they express in tweets, follows, pins, likes, tumbls, check-ins and the rest of their social activity. Founded in 2010, 140 Proof draws from over 3 billion interest signals every day and has analyzed over 600 million social profiles. With reach to 66 million monthly uniques across our platform of socially connected apps and sites, 140 Proof has run campaigns for some of the largest brand advertisers, across verticals such as automotive, CPG, consumer electronics, technology, entertainment, finance, and more. Offices are located in New York, San Francisco, Chicago, Detroit, Boston, Seattle and Los Angeles. More at or follow @140proof.

About PubMatic
PubMatic is the technology platform that powers the programmatic advertising strategy of leading publishers and premium brands. Its innovative solutions help content providers drive the highest value for their digital media assets and provide consumers with a more personalized advertising experience across display, mobile and video. PubMatic's One Platform, proprietary technology, and advanced mobile capabilities are utilized by a global roster of comScore publishers. Pioneering online auctions for the buying and selling of media through Real-Time Bidding (RTB) and Private Marketplace (PMP), the company also works with hundreds of advertising partners. Ranked by Deloitte as one of the fastest growing companies in the US Internet sector in 2012, 2013 and 2014, PubMatic has offices worldwide with headquarters in Redwood City, California.

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