BARCELONA and TORONTO – Marketing firm Juice Mobile, has launched its new mobile ad platform Nectar at the Mobile World Congress.
“At Juice we focus exclusively on the rapidly evolving mobile ecosystem and developing technology to solve problems in the space,” says Neil Sweeney, president and CEO, Juice Mobile. “Nectar is the first mobile platform in the world that acknowledges environment as an important variable in decision making and allocates impressions on factors other than price. We think Nectar is the alternative to traditional exchanges and demand/supply side platforms and is the first agnostic marketplace to balance the objectives of both publishers and advertisers in the same platform.”
Publishers using Nectar include: BBC, St. Joseph Media, Maple Leaf Sports & Entertainment, Corus Entertainment, Postmedia Network, Winnipeg Free Press, and Metro International (English).
Platforms and exchanges being introduced into the mobile space are inherently biased toward one side of the sales equation says Juice. It claims their algorithms inevitably default to price arbitrage, “ignoring the accepted principle that some environments are inherently worth more than others.“ The result of this fixation on price and the exploitation of price arbitrage has led to wide spread commoditization of inventory in the mobile space. Juice says Nectar solves this challenge by removing price from the allocation equation through the use of a proprietary algorithm that awards inventory through a combination of core marketing principles and machine learning – allowing the platform to become smarter through every execution.
Nectar allows publishers to set their own parameters and have complete visibility within the marketplace, allowing them to dynamically participate. “Postmedia chose to work with Juice Mobile for mobile monetization due to their focus and expertise in the mobile space,” said Yuri Machado, SVP, Digital Sales and 3i, Postmedia Network. “At Postmedia, we continue to expand our mobile advertising presence and exclusively using Nectar’s platform to participate in mobile campaigns that are the best fit for our properties provides unparalleled visibility and control.”
