The targeting methods associated with mobile advertising are efficient at best, but a new partnership promises to up the ante significantly.
Mobclix, a mobile-ad exchange, has partnered with Nielsen to integrate its immense amount of ad-targeting data within it’s platform to provide mobile advertisers a targeting capacity like never before. Nielsen’s proprietary “PRIZM,” and “ConneXions” consumer targeting methods will be available to Mobclix to then resell to mobile ad networks and publishers.
Nielsen’s PRIZM is built around a database that segments markets by lifestyle and consumer behavior based on data collected via cookies, while ConneXions delegates consumers into 53 different demographic categories. Under the new partnership, these targeting capabilities — once only available for Online and traditional advertisers and publishers — will be available for mobile ad-buyers as well.
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