July 30, 2012 10:00 ET

ADTHEORENT's "2nd Generation" Mobile Ad Platform Continues Strong Growth

Now Providing the Ability to Serve Intelligent Impressions™ to Over 20,000 Publishers and 50 Billion Mobile Requests per Month

NEW YORK, NY--(Marketwire - Jul 30, 2012) -  ADTHEORENT, Inc. (, the creator and operator of the world's first Intelligent Real Time Bidding (iRTB)-enabled mobile ad network, today announced a significant milestone for its rapidly growing mobile ad delivery platform. ADTHEORENT's platform reach has expanded to include more than 20,000 inventory sources, representing a 50% increase over the last six months. 

ADTHEORENT's platform delivers Intelligent Impressions™ by integrating its 20,000+ mobile inventory sources and analyzing hundreds of thousands of potential impressions per second based on highly enriched demographic information, behavioral factors, location data, device features, as well as other advertiser-specified targeting criteria. Using predictive modeling to identify impressions with a higher propensity for conversion and awareness lift, the ADTHEORENT platform places bids in real time within the pricing parameters established by the advertiser. The result to brands and marketers is higher conversion rates at a significantly lower cost -- the Intelligent Impression™.

"Compared to our prior executions with 1st generation networks, ADTHEORENT provided us 400% of measurable lift," said Henri Lellouce, SVP Digital Marketing at News Corp. "We will continue to expand our relationship for the remainder of 2012 and beyond."

ADTHEORENT's 2nd-generation mobile ad technology makes mobile audience targeting and buying possible at a rate tied to the true value of each ad impression -- as opposed to the perceived value of blocks of ad impressions purchased at pre-negotiated rates and without regard to specific users or advertisers. Making individual, intelligently targeted ad purchases across a wide variety of both niche and mainstream inventory (not blocks of 1000 impressions) is valuable to both advertisers and publishers alike.

"While the digital advertising industry continues to mature, marketers are looking for smart solutions to help them maximize value from their mobile advertising campaigns," said Anthony Iacovone, CEO and co-founder. "We wanted to take 1st generation mobile advertising and let current technology and intelligence make it better. We have built a 2nd-generation mobile ad network that through smart data enrichment, post-click tracking, and high-speed predictive analytics delivers exactly what marketers need to make their mobile advertising truly effective."

ADTHEORENT is the world's first truly intelligent Real Time Bidding (RTB) enabled mobile ad network, powered by a platform built from the ground up to address the specific needs of the mobile advertising ecosystem. ADTHEORENT's mobile platform analyzes extensive publisher and consumer data to deliver the most effective mobile impressions for marketers and advertisers. For more information visit:

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