In the age of digital world big changes happen every day. But only some of them can really shake the market and set up the new rules of old game.
For this time such turning point in advertising industry was an announcement of first data-driven project called Collective. It’s was created by the initiative of a mobile ad attribution company Kochava that teamed up with four mobile ad networks including AdXcel, Altrooz, Appia and Liquid. The main questions are whether this association will bring Kochava a competitive advantage and how it will affect the current leaders such as Appsflyer, Tune and Adjust. It’s only a matter of time when a redistribution of market players’ forces will start.
Just imagine the scale: the participants of this joint project develop the largest Mobile Graph™ which helps advertisers precisely detect the needed custom audience and target it by multiple parameters seriously increasing the value of an ad impression. At the heart of this idea lays an audience API layer for the exchange of information between advertisers, publishers, measurement partners and the Audience Manager.