The companies are announcing today that they'll develop consumer segments based on mobile behaviors, while going beyond the cookie for targeting purposes. The firms also said they would aim to overcome a bevy of general mobile advertising obstacles, including location targeting, conversion tracking, return-on-investment measurement, creative standardization, rich media adoption and privacy compliance.
Jason Pope, vp of VivaKi Audience On Demand Mobile, part of Publicis Groupe, explained why his agency wants to work with Waltham, Mass.-based Adelphic, a 30-month-old startup that raised $10 million in funding during December. "We are excited to partner with Adelphic to further evolve our proprietary approach to driving mobile audience buying," he said in a statement. "Our hope is that this new blueprint for mobile audience buying will better leverage data that's inherent to the ecosystem."