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 ad world is “spoiled” on the convenience of advertising on the Web, the tools are standard and automatic, he said.

“There’s a lot of work to do in order to connect to so many platforms on mobile,” Druker said.

Matomy says it has developed a new way to reach mobile users en masse. The company developed a tool called Mobit that works with AppNexus’ platform.

“Most times when you want to buy traffic on mobile, you can’t buy from one source lot of traffic,” Druker said. “Mobit is one system to buy traffic from multiple sources.” The company works with 1,500 advertisers, Druker said.

AppNexus now claims to process 6 billion mobile impressions a day. Lauren Nemeth, svp at AppNexus, said that building these new modes of marketing on mobile is key, as many advertisers are hesitant to shift dollars, given their comfort with the desktop and its established metrics of performance.

Matomy and AppNexus said their new tools are also helping to define how to measure success on mobile and track key performance indicators, such as which ads drive clicks, app installs, purchases or even trips to the store.

The technology for the early mobile ad world is still lacking in some respects, Nemeth said, but it’s only just the beginning.

“In many ways, it seems like desktop was 15 years ago,” Druker said. “Building from scratch all over again.”