Velti and BlueKai Build Mobile Targeting Offer

Online targeting specialist BlueKai has teamed up with mobile marketing and ad technology company Velti to give clients of the former's Data Activation System access to the latter's data and allow targeting of consumers on mobile devices.

Velti offers a platform called mGage through which clients can target consumer with a combination of mobile and 'traditional' media, then engage, convert and manage relationships with them. BlueKai will license the data on select publisher sites, allowing marketers to improve campaign relevance and targeting and reduce waste.

Velti's Mobclix Exchange, through which BlueKai will access the data, is described as the largest real-time bidding mobile ad exchange. Mobclix has access to data from 35,000 app publishers and 300 million unique mobile devices, while the BlueKai Data Exchange currently has over 85 million unique users available.

Cory Treffiletti, BlueKai's SVP of Marketing, says the partnership brings 'a level of transparent targeting and depth to mobile that marketers have come to expect in online'; while Belti's VP of Strategic Partnerships Steve Bair comments: 'Together we're creating an industry-leading mobile opportunity for brands, agencies, publishers and anyone who wants to tap into targeted mobile advertising.'

The partners sau their privacy policies ensure that mobile consumer privacy remains protected at all times, and anonymity will continue with the new arrangements.

Web sites are at www.velti.com and www.bluekai.com .