From Desktop to Mobile, Ad Tech Needs All New Tools
Matomy builds on AppNexus to reach apps, smartphones
Building a mobile ad business on top of the old desktop infrastructure is tough work. Just ask Matomy Media Group.
The Israeli firm’s CEO Ofer Druker is trying to bring to his marketing clients a way to reach mobile users in apps and on smartphones, but targeting those audiences requires new plumbing.
Matomy isn’t alone, as the rest of the ad tech world is just now building the tools—the data, the software, the exchanges—to deliver advertising across a variety of mobile platforms.
Mobile is a more complex environment, and advertising in the medium is not just a matter of moving desktop display to in-app advertising, Druker said in a call from Tel Aviv this week. The
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