Mpire Announces AdXpose Mobile Ad Verification Solution

Admeld and others use AdXpose to safeguard brand identity in the emerging mobile advertising marketplace

Mar 03, 2011, 09:00 ET from Mpire

SEATTLE, March 3, 2011 /PRNewswire/ -- Mpire, the market-leading verification and optimization technology company, today announced the expansion of its award winning AdXpose Analytics® suite to address the fast growing mobile advertising marketplace, making it the first ad verification provider to audit and report against mobile ad campaign compliance, and protect brands from exposure to inappropriate content.

The new feature set, currently in beta testing, allows customers to view all existing AdXpose metrics, including placement, impressions, time in-view, geography, category, demographic, and brand safety metrics, as well as device type, operating system, and browser, through a mobile-only lens.

"Digital advertising is rapidly evolving into a multi-screen model, where a single creative type may be delivered across display, mobile, and video vehicles," said Ryan Polley, SVP Strategic Development at Mpire.  "AdXpose is the only service provider that can monitor, report on, and optimize campaigns across all of these types of media."

As the fastest growing marketing medium, U.S. spending on mobile advertising increased 79 percent over the last year and promises to eclipse $1 billion by the end of 2011, according to IDC Research.

AdXpose customers may now verify that their mobile campaigns are adhering to their brand safety standards as well as optimizing the performance of these campaigns by using AdXpose's proprietary InView technology to maximize the number of ads seen by mobile users.

"Ad verification is every bit as critical on mobile as it is online," said Ben Barokas, Co-Founder & CRO, Admeld. "Our clients expect a high level of transparency and control across all their inventory, and mobile verification has been elusive up to this point. We think that AdXpose is an important part of moving that goal forward."

With the vast majority of ad inventory purchased indirectly through networks and exchanges, one of the biggest challenges for marketers is understanding where the ads actually appeared, whether they were viewed by the intended audience, and on what medium they were viewed. Through Mpire's new mobile ad solution, marketers will now be able to apply the same verification and optimization technologies for both their mobile and display campaigns, giving them greater insight into the effectiveness of their multi-channel campaigns.

About AdXpose®

AdXpose® Analytics help advertisers and platforms verify and optimize billions of campaign data points captured in real time. Agencies representing the major holding companies, multiple Demand Side Platforms, and more than 20% of the comScore Ad Focus Top 40 Properties currently use AdXpose® technology.

About Mpire

Mpire is the market-leading advertising optimization technology company that is evolving traditional online advertising into a more relevant and engaging medium for publishers and advertisers. Its patent-pending and award-winning AdXpose® is the first and only verification and optimization technology suite that gives brand marketers and agencies transparency and confidence anywhere their ads run across the Internet, including exchanges, ad networks and direct publisher placements. Backed by Draper Fisher Jurvetson and Ignition Partners, Mpire is based in Seattle, Washington.