4th Screen Advertising has today announced that it has upgraded its ad-serving platform Mpression to offer a license only technology solution, marking a significant strategic move for the company which has traditionally been viewed as a dedicated mobile advertising sales agency.
As well as introducing increased functionality in Mpression, the upgrade allows WAP publishers such as large media companies that have their own in-house sales and trafficking teams, to fully licence the Mpression platform either as an ASP or Enterprise Solution.
The upgrade to Mpression includes the introduction of real time reporting and multiple pricing strategies, which build on its existing functionality where publishers can drill down in to vital customer data, such as the time of day an advert is viewed, the gender, age and behavior of a user, as well as the users' mobile operator and mobile handset make. The upgrade to the platform is also said to greatly increases its campaign optimisation functionality and standard agency reporting outputs.
Currently brands using 4th Screen Advertising's Mpression platform include O2 UK, ITV Mobile, Tesco Mobile, Autotrader and Teletext.
Jason Cooper, Product Director, 4th Screen Advertising said: "We believe we have built the most relevant product in the market to enable publishers to monetise mobile advertising."
"Our experience of actually running mobile campaigns, has given the product development teams the key insight to building a robust and easy to use platform that is designed around the needs of the market. We continue to focus our development on where the market is now rather than diverting attention to formats which we know from selling mobile advertising into the market are likely to be some way off, or, in some cases, will never work."