SOURCE: Manage

Manage

September 27, 2016 08:00 ET

Manage Increases Mobile Advertiser Reach to Social Apps

Manage Unlocks Critical Programmatic Advertising Inventory to Performance Marketers on a Singular, Centralized Platform

MOUNTAIN VIEW, CA--(Marketwired - Sep 27, 2016) - Manage, a leading provider of mobile in-app advertising solutions for advertisers, today announced that it now offers marketers access to inventory on mobile social networking and messaging applications. Manage now provides marketers with the ability to reach consumers programmatically within mobile apps and high-traffic social media platforms, including Twitter, from a singular, centralized advertising platform.

Today's consumers are spending at least 90 percent of their time on mobile devices using apps, and more than half of consumers' total mobile time is spent on just four types of apps: Facebook, messaging/social, utility, or gaming. Until now, marketers faced a number of significant challenges that prevented them from capitalizing on this industry trend towards a more concentrated usage of mobile apps. Those challenges included:

  • Fragmented Partner Networks: Marketers have traditionally used one partner for each different type of mobile inventory based on each partner's area of specialization -- such as social/messaging or consumer apps. However, marketers quickly discovered that they had created a partner network that was overly complex from not only a management standpoint, but also a technological one, as each partner's offering either needed to be integrated with one another or operated as standalone platforms -- and neither option is straightforward.
  • Inventory Buying Approaches: Buying inventory via social and messaging apps requires a different approach to buying on other consumer apps, and marketers will not achieve the success they're looking for if they're not approaching each app with specific ad units and audiences in mind. However, historically, marketers have either tried to take the same approach to buying inventory on these apps through programmatic exchanges or have worked with separate demand-side platforms (DSPs) for each -- thereby exacerbating the fragmentation issue they already faced. 
  • Oversimplification of Audiences: Ironically, even though consumers are typically spending most of their time on just a handful of apps, there is minimal evidence of significant overlap between the user bases of each app. As a result, the task of effectively reaching those audiences is not as simple as assuming that if they're using app A, they're likely using apps B, C and D. For example, while Facebook dominates the mobile app space, there is a vast and valuable user base whose eyeballs -- and resulting potential revenue streams -- are elsewhere. 

To help marketers address these significant challenges, Manage saw a need for an advertising solution that could enable marketers to seize the growth opportunities created by mobile by consolidating and unifying their partner ecosystems, streamlining the inventory buying process, and simplifying the task of reaching the right audiences with the right message. 

"As one of the industry's first movers in offering marketers a solution for their programmatic and social advertising needs, we placed an early bet on the industry's move towards mobile," said Mike Ng, CEO of Manage. "But further to that, we took some lessons from what happened in the desktop world -- namely, the desire for marketers to work with a singular data management platform -- and saw it as a logical step that marketers would want the same for mobile ad buying. We understand firsthand the challenges that arise from an overly complex and fragmented partner ecosystem -- not to mention the difficulty in catering to and influencing a diverse set of audiences -- so we made a point of designing our platform to remove those pain points while also offering access to as much mobile inventory as possible. As a result, marketers now have the opportunity to grow their business on an exponential scale through the double benefit of an expanded inventory and a streamlined partner network."

To help marketers realize this business growth opportunity created by in app-advertising, Manage has expanded its in-app mobile advertising capabilities to not only offer programmatic access to RTB inventory to consumer apps, but also to social platforms like Twitter with other leading platforms soon to come. Through the Manage service, marketers can leverage the automation of an RTB platform that is the first and largest RTB buyer on all mobile ad exchanges. To learn more about Manage, please visit https://www.manage.com.

About Manage
Manage helps marketers reach consumers on mobile through programmatic performance advertising that spans consumer and social networking apps. With Manage, advertisers can reach their target audience segments across mobile and tablet devices to grow, nurture and understand their customers. As the first and largest real-time bidding buyer on all major mobile ad exchanges, Manage handles over 40 billion RTB impressions daily across mobile in-app and mobile display inventory, and has robust profiles on over two billion mobile users. For more information, visit us on Facebook, Twitter, or www.manage.com.

Contact Information

  • Contact:
    Drew Smith
    10Fold Communications for Manage
    415-800-5374
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