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ADTECH embeds DeviceAtlas device detection for targeting ads

Pawel Piejko - 30 Jun 2014
2 min read

Note: ADTECH was acquired by AOL in 2007 and has since become part of the Oath group owned by Verizon, considerably expanding the usage of DeviceAtlas across multiple platforms.

ADTECH, the ad server powering ads across all AOL platforms, embeded DeviceAtlas device detection for offering more granular ad targeting. DeviceAtlas enabled ADTECH to be first to identify requests from different Apple iPhones. This made it possible to deliver the most optimal ad in real time in the right environment, increasing consumer engagement and delivering advertisers and publishers a higher return on investment.

First to offer iPhone-targeted advertising

As mobile and tablets become more ubiquitous, a greater understanding of what devices being used by individuals in consuming content is becoming key to how advertising is delivered. Great consumer experience, responsive design and award winning advertising are all dependent on one key premise -- knowing what devices content is being consumed on.

DeviceAtlas made it possible for ADTECH to be first to identify requests from different Apple iPhones providing advertisers with richer device targeting options. With the new technology advertisers can precisely target advertising creatives and receive granular reporting, which was not previously possible due to Apple’s browser headers schema.

Targeting ads is a lucrative market

According to Ronan McCarthy Director of Global Advertising Operations at PERFORM Group, one of the first publishers to avail of the solution, device targeting enables their business increase yield through the creation of premium advertising packages for advertisers. When they partner the right device with the right creative, and the right brand, performance improves significantly.

As device targeting is an integrated solution within ADTECH, Perform’s chosen ad server, this is a cost effective solution since it removes the need to partner with the multitude of self-service providers on the market.

With publishers moving to responsive design it is quickly becoming increasingly important to reliably separate desktop, mobile and tablet traffic. Device targeting has clearly helped Perform to tap into this lucrative market and create custom sales packages for tablet and other cross device usage.

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