Facebook SPMD Nanigans Announces Partnership with Mobile Ad Exchange MoPub

In-application mobile ad inventory exchange MoPub can now offer access to advertising-automation software from social marketing platform Nanigans, a Facebook Strategic Preferred Marketing Developer, following the announcement Tuesday of a partnership between the two companies.

Nanigans said the extension of its software to the MoPub real-time bidded mobile exchange will offer advertisers transparency and control that was previously available only via third-party providers.

The company added that advertisers using its multichannel ad-automation software benefit from:

• One end-to-end solution: Remove silos and consolidate tools and providers with your marketing team on a single ad platform that offers everything from ad creation and optimization to real-time analytics and cross-device attribution with Nanigans’ mobile SDK (software-development kit).
• Cross-channel return on investment automation: Dynamically deliver the right ad, to the right person, at the right time and optimize for ROI cross-device and cross-channel with Predictive Lifetime Value-based machine learning algorithms.
• Data unification and transparency: Unify first party data and easily leverage it across channels with real-time business intelligence and full transparency into cost, return, bid logic and granular audience insights on 100-plus parameters.

Nanigans co-founder and CEO Ric Calvillo said in a release announcing the partnership:

People spend their days moving between devices and across publishers, and in-house marketing teams need a single platform to manage their ad campaigns across this behavior. Nanigans’ vision is to arm modern marketers with this software by building a complete picture of customer behavior and coupling this with predictive modeling and machine learning for multichannel optimization. Nanigans and MoPub share a strong commitment to transparency, so we are excited to announce our partnership and offer end advertisers direct access to their mobile inventory.