MoPhap and Vantrix last week announced their joint mobile video ad insertion platform, which integrates MoPhap’s SparkMobile ad serving and campaign management tool with the Vantrix Ad Booster advertising insertion and optimization platform. The platform allows mobile content providers to insert highly targeted ads in real time within streaming and downloadable mobile video content.
The platform, designed to replicate the ad-supported content distribution models of broadcast television and the Internet, uses a proprietary server-side cookie technology from MoPhap to allow mobile video advertisers to target ads contextually and behaviorally, along with additional device, carrier and network characteristics gathered by Vantrix. Advertising formats that can be handled by the platform include pre-, mid- and post-rolls, as well as watermarks and logos.
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