Openwave Systems, a global software specialist delivering context-aware mediation and messaging solutions, today announced a collaboration arrangment with Amobee Media Systems, a global mobile advertising platform in which the parties intend to develop end-to-end advertising ecosystem solution for interested mobile operators. Openwave and Amobee intend to create this solution by combining Openwave’s Amplicity platform and Amobee’s carrier-grade mobile advertising platform.
“Mobile operators are looking for better ways to help advertisers understand total mobile user behaviour in order to deliver relevant ads to subscribers,” said Mark Strecker, COO, Amobee. “We believe that by integrating our mobile ad platform with Openwave’s Amplicity platform we can enhance our mobile ad platform and better enable mobile advertisers to effectively deliver advertisements based on a deeper understanding of usage behaviour that can ultimately drive the adoption of mobile advertising.”
Mobile advertisers benefit from the combination of Openwave’s Amplicity platform, which enables contextual data delivery, and Amobee’s platform, fostering seamless ad enablement. The joint solution will enable mobile operators to offer advertisements that are more relevant to the subscribers based on subscriber data. In addition, the joint solution will employ a complete end-to-end mobile advertising solution which will include a comprehensive set of mobile media services, enabling advertisers to manage brand building and seamlessly rollout highly-targeted mobile advertising campaigns.
“Openwave is pleased with our collaboration with Amobee and what it means to the entire advertising ecosystem,” said Dan Nguyen, vice president of product management, Openwave. “Operators are actively searching for ways to take part in the advertising value chain and properly leverage the contextual assets that their networks provide. Through our collaboration with Amobee, we are hoping to arm the ecosystem with better response rates that create more measurable mobile ad campaigns.”
Openwave Amplicity is an operator-facing platform that helps enable developers to leverage operator network assets to rapidly develop and deploy applications, and to tap data that enhances applications for developers, improve advertising results for ad networks, and creates a more personalized experience for end users.
Underpinned by the most advanced technology in the space, Amobee’s Platform was built for mobile, with operators and media agencies both in mind. Catering for all mobile ad formats across all aspects of mobility including mobile web, SMS, in application, and video, advertisers and media owners have a plug and play solution to meet their business objectives on a global scale. Amobee works with dozens of the world’s leading mobile operators including Vodafone and Telefonica as well as premium publishers and developers to effectively manage their mobile advertising business.