Financial Technology

Financial Technology

July 13, 2011

AT&T Interactive Intros New in-App Local Ads on its Mobile Local Ad Network

AT&T (News - Alert) Interactive has unveiled its latest in-app ads on its mobile local ad network, an extension of the company's premier YP Local Ad Network.

Company officials have said that they will give participating mobile publishers “an enhanced way to generate revenue due to the local relevancy of apps,” while also helping advertisers increase their potential reach.

The company has experienced a tremendous demand for the in-app advertising on its mobile local ad network that generated more than 750 million impressions in three months and making it “one of the fastest growing in the industry.”

"AT&T Interactive's mobile local ad network builds on the long-standing success of our YP Local Ad Network in serving local search ads across three screens via online, mobile and IPTV (News - Alert)," said David Krantz, CEO and president at AT&T Interactive.

Krantz said that they are taking advantage of the power of local advertising and the proliferation of location-aware mobile handsets and with their significant inventory of local ads and early success, they are poised to revolutionize the mobile, in-app advertising market.

This latest release will help mobile app developers to start serving in-app local ads from AT&T Interactive by using its API or one of its platform-specific SKDs, which it said makes it “easy to deploy across all major mobile platforms and wireless carriers.” Native SDKs are currently available for iOS (iPhone (News - Alert)) and Android.

"We've experienced eCPMs (effective cost per thousands) three times higher with AT&T Interactive's mobile local ad network than comparable ad networks serving ads that are not local in nature," said Greg Woock (News - Alert), CEO at Pinger, a leading app developer and pilot program publisher.

"Our mobile local ad network will redefine the mobile advertising landscape," said William Hsu, SVP and chief product officer at AT&T Interactive.  

According to Hsu, this will fill the gap between premium national networks offering high eCPMs and low fill rates (percentage of ad requests filled with an ad and remnant ad networks providing low eCPMs and high fill rates.

Jyothi Shanbhag is a contributing editor for TMCnet. To read more of Jyothi's articles, please visit her columnist page.

Edited by Rich Steeves

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