“DeviceAtlas is the market leader when it comes to device detection. We are confident that the speed, accuracy and currency of device data will add value for both our developer and advertiser community.” Seth Socolow, SVP Strategic Partnerships at Airpush
Airpush provides data driven advertising to mobile devices. They must ensure campaigns can be targeted by device type, platform and capabilities. Accurate identification and measurement of device requests for network content, is essential to the metrics and targeting capabilities that Airpush clients demand.
Airpush sought a solid partner to provide a solution responsive to the ever-changing demands and requirements of the mobile and app advertising markets. They have numerous partnerships with exchanges that resell inventory to DSP’s, and DeviceAtlas is used to target all of those devices. DeviceAtlas provides Airpush with a standardized way to report on devices (device id, standard fields, naming conventions etc.), which allows clear and consistent targeting and reporting. This means that any info specified in bid requests is properly fulfilled.
Founded in 2010 by mobile advertising veterans, Airpush has approximately 250 employees and offices in Los Angeles and Bangalore, along with sales regions in all major markets. Ranked #2 in the 2014 Forbes list of “Most Promising Companies” and winner of the “Top Innovator in Advertising Data” award at the 2014 DataWeek Conference, Airpush is on a mission to redefine mobile advertising. More than 150,000 apps and the world’s leading advertisers rely on Airpush to deliver the industry’s highest performance, driven by exceptional ad formats and targeting technology.
Airpush’s platform enables iOS and Android app developers to monetize their apps by connecting them with advertisers who want to reach their target audiences via Apple and Google’s app ecosystems. Without DeviceAtlas, exact identification of which devices request ads from the Los Angeles based network for targeting and reporting purposes was impossible.
Airpush wanted a solution with a seamless user experience, and work at high speed, with the ability to process billions of requests each month. Having used other solutions in the past, speed, accuracy and reliability issues were the main drivers to make the switch to DeviceAtlas.
Device detection and ad targeting is a complex task in a diverse device landscape. DeviceAtlas recognises the tens of thousands of devices in use, and more variations arrive each week. Even within smartphone platforms like iOS and Android, there are a variety of different screen dimensions and device capabilities that advertisers and publishers may not be aware of.
Airpush will use knowledge of which devices are requesting ads as part of their granular targeting capabilities, and to maximize fill rates on behalf of iOS and Android app developers using their network. DeviceAtlas provides extremely high-performance device lookups and is capable of detecting millions of devices in real time via its APIs. All device information is compliant with the OpenRTB standard.