Mobile ad start-up Yieldmo has started a beta testing period for its platform that analyses mobile ad engagement data. In this context, however, engagement is defined as anything that happens between the view and a click – even if there isn’t any click. 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 AppNexus into machine-learning models. Likely converts are grouped so advertisers can target them. Yieldmo has links with The Trade Desk , LiveRamp and The Trade Desk . In earlier trials, around 500,000 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 AppNexus into machine-learning models. Likely converts are grouped so advertisers can target them. Yieldmo has links with The Trade Desk , LiveRamp and The Trade Desk . In earlier trials, around 500,000 of all Yieldmo impressions generated some form of engagement.