Mobclix to Add Nielsen Data to Mobile Ad Exchange

In the US, mobile advertising exchange Mobclix is to add Nielsen's data to its platform, to help increase the effectiveness of mobile advertising spend and enable mobile application developers to make more money through advertising.

Mobclix, which handles advertising across mobile devices, claims to reach around 85% of iPhone and iPod touch devices.

The agreement will involve the integration of Nielsen's PRIZM - which combines the firm's consumer segmentation and mobile media targeting tools - and ConneXions - which determines a household's willingness to adopt new consumer technologies - into the mobile exchange, to enable mobile advertisers to reach specific audience segments.

This, the firms say, will provide mobile ad networks and publishers with access to actionable business insights to help find and better market to their audiences.

Under the terms of the agreement, Mobclix will be able to resell anonymous user data from PRIZM and ConneXions to mobile ad networks and publishers. This will then be mapped and applied to Mobclix's open marketplace platform for buying and selling mobile ad inventory.

'We are pleased to bring a new level of sophistication to the mobile industry's ability to define and reach audiences,' stated Mark Nelson, SVP of the Corporate Partner Program for Nielsen Claritas. 'This integration is in line with our commitment to provide marketers with the most comprehensive and precise instruments available.'

Web sites: www.mobclix.com and www.nielsen.com .