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Amobee pulses ahead with strategic deals

Amobee, the mobile advertising company, is going strong with its growth strategy in the region. Within this week, the company has signed five deals – four with large mobile operators in Philippines, Singapore, Australia, and Indonesia; and one with a mobile internet app store – that allows the company to sell its PULSE for publisher platform in unique ways to grow the business.

To begin with the company has entered into exclusive partnership with mobile operators including Globe in Philippines, Optus in Australia, SingTel in Singapore and Telkomsel in Indonesia. Under this deal, these four operators can use the PULSE for Publishers platform to provide global brands with the relevant mobile advertising inventory to reach the fast-growing Asian market. Talkng about the partnerships, Trevor Healy, CEO of Amobee said, “Amobee is excited to partner with Globe, Optus, SingTel and Telkomsel to make Asia the global leader in mobile advertising. More importantly, we are using operators’ big data to fuel better targeting.”

The Amobee PULSE for Publishers platform gives each of these operators the ability to enhance mobile inventory with targetable user data, therefore enabling brands to achieve better results by reaching the right consumers, at the right time, in the right place, with the right offer. According to Healy, PULSE for Publishers, is now fully operational in the region and gives these large operators a data-rich, privacy compliant inventory.

Allen Lew, CEO of Group Digital L!fe, SingTel, said, “Consumers are increasingly choosing mobile devices for the consumption of content and to conduct research for their purchases.  Many of them are also warming up to targeted ads which reflect their interests, connections or locations. By working with Amobee, the SingTel Group is extracting value from our unique assets – the scale of our regional customer base and our deep customer insights – to offer mobile advertisers the most mileage out of their spend.”

Adding to this Ernest Cu, CEO of Globe commented, “The Philippines is one of the fastest growing, mobile-centric markets in the world, where nearly every Filipino owns a mobile device rather than a computer. Therefore, it has become crucial that advertisers and brands stay on top of consumers’ minds with relevant mobile ads. Our partnership with Amobee will be essential in providing the most intuitive mobile offering to brands looking to leverage our unparalleled reach in this market.”

On the client side, Amobee has tied up with mobile internet app store, AppsFuel to serve as AppsFuel’s mobile advertising agency partner to promote the app store to end-users across the globe via Amobee PULSE for Advertisers. The two will also work together to monetize worldwide AppsFuel app inventory with Amobee PULSE for Publishers. Explaining the tie-up, Healy said, “We are in a unique position to work with AppsFuel both as a mobile publisher and advertiser partner. AppsFuel developers will generate higher premiums for their mobile inventory, and together, we will undoubtedly make AppsFuel the top destination for the hottest apps on the market.”

AppsFuel, an independent initiative backed by Buongiorno (a wholly-owned subsidiary of NTT DOCOMO), is using PULSE for Publishers to monetize direct and remnant mobile app inventory. Using Amobee PULSE for Publishers, AppsFuel developers can generate the highest yielding revenue for their application impressions by serving the most relevant, contextual ads. The app store features only top quality HTML5 apps and is device and OS independent. Fernando González Mesones, head of AppsFuel added, “AppsFuel’s mission is to create a profitable ecosystem for mobile HTML5 developers, and we are ensuring this with carrier billing and now with the possibility of additional revenues via mobile advertising. We chose Amobee because they have the most comprehensive, advanced mobile advertising solution for both publishers and advertisers on a global scale.”  Using Amobee PULSE for Advertisers, AppsFuel is looking to leverage 80+ ad networks to get the best results for their mobile ad campaigns.

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