“Device targeting is a mandatory feature in the mobile ad business. The mobile handset market is very fragmented and we have a lot of local device manufacturers and models, each with a small portion of the market. After doing a field test, DeviceAtlas emerged as the best solution, with an identification rate approximately 15% higher than other players. ”
Austin Huang, CTO and Co-Founder at Vpon.
Better device identification
Vpon Inc. is the leading mobile advertising platform in Greater China. With a focus on mobile advertising for mobile devices, Vpon’s customer base includes over 1000 international brands including McDonald's, Coca-Cola, American Express and Citibank. With a presence in over 750 cities such as Beijing, Shanghai, Tokyo, Guangzhou, Hong Kong and Taipei, Vpon has over 380 million unique users and is the fastest growing mobile advertising platform in Asia.
As mobile advertising continues to ramp in China in line with the rest of the world, Vpon have seen huge growth in their business. With literally trillions of mobile requests a day, VPON helps advertisers target over 100 million smartphone users, with ads that are highly relevant to the customer’s location and device. For this reason, accurate, high speed device detection is core to Vpon’s success.
However, the Chinese market is very fragmented, with many local device manufacturers in addition to international handset brands, and many different models in use in the market. Keeping on top of all these devices and user agents is a complex and ongoing task that is not core to Vpon’s ad serving business. Vpon decided that rather than build and maintain an in-house device database, they would source a specialist device intelligence solution.
After rigousously testing the market, Vpon chose DeviceAtlas to provide the most accurate, comprehensive and fastest device detection available on the market.
In tests, Vpon found DeviceAtlas accuracy of device identification was 15% better than competing solutions. With a range of high speed APIs capable of making millions of detections per second, DeviceAtlas was the solution of choice for Vpon.
According to Austin Huang, CTO and Co-Founder at Vpon, “Device targeting is a mandatory feature in the Mobile Ad business. The mobile handset market is very fragmented and we have a lot of local device manufacturers and models, each with a small portion of the market. After doing a field test, DeviceAtlas emerged as the best solution, with an identification rate approximately 15% higher than other players.”
DeviceAtlas provides Vpon with device data updates on a daily basis, ensuring that Vpon is always up to date with the latest devices released to market. DeviceAtlas helps Vpon’s business by ensuring devices can be accurately identified, so that advertising campaigns are well targeted, by device type, platform or device capabilities. This in turn ensure the best experience for customers, which means that engagements rates are optimized for advertisers.