Mobile ad start-up Yieldmo has started a beta testing period for its platform that analyses mobile ad engagement data. Information from micro-actions like swiping, tapping and scrolling is a blind spot for marketers, said CRO Jeremy Steinberg, who added that how an ad was viewed provided information about consumer intent. The data is collected through the company’s proprietary ad units and fed into machine-learning models. Combining viewability with gesture data, for example, can help an advertiser settle on a more personalized viewability goal tied to outcomes rather than just ticking the viewability box, said Teddy Jawde, Yieldmo’s head of product. “People are using their phones to do things they wouldn’t normally do,” Steinberg said. Yieldmo has links with The Trade Desk, AppNexus and LiveRamp. In earlier trials, half of all Yieldmo impressions generated some form of engagement.
Mobile ad start-up Yieldmo has started a beta testing period for its platform that analyses mobile ad engagement data. Information from micro-actions like swiping, tapping and scrolling is a blind spot for marketers, said CRO Jeremy Steinberg, who added that how an ad was viewed provided information about consumer intent. The data is collected through the company’s proprietary ad units and fed into machine-learning models. “People are using their phones to do things they wouldn’t normally do,” Steinberg said. Yieldmo has links with The Trade Desk, AppNexus and LiveRamp. In earlier trials, half of all Yieldmo impressions generated some form of engagement.