NinthDecimal, a marketing platform powered by location data, and AdColony, an independent mobile advertising platform announced a deep strategic partnership that will bolster both companies' offerings across data, campaign planning, targeting and measurement -- enhancing the full life cycle of services for marketers.
AdColony and NinthDecimal are aligning technologies to deliver on a massive shift in consumer attention and buying behaviors. In an ecosystem where major brands invest heavily in television and have developed sophisticated models for driving in-store traffic, mobile presents new opportunities and challenges. While location data has been applied to mobile display advertising for years, the opportunity to layer rich location data to high-impact mobile video formats is an untapped opportunity for marketers. The branding power of sight, sound and motion in premium apps, combined with robust insights into consumers' physical-world behavior to create pull-through, provides new ways for retail, automotive, CPG and other brands to drive action and engage with prospective customers at scale.
Through the partnership, AdColony will be able to leverage physical-world behavioral data by gaining full access to Location Graph, NinthDecimal's audience intelligence platform, to power AdColony's Audience Management Platform called True Audiences. AdColony has also chosen NinthDecimal's Location Conversation Index (LCI) as its preferred campaign ROI measurement and attribution platform. In turn, NinthDecimal will have access to AdColony's location data from its publisher ecosystem, as well as the ability to expand its media solutions by leveraging AdColony's robust, high-definition mobile video advertising solutions.