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Buy and Launch for Mobile Ad Specialist Kochava
Mobile campaign optimization firm Kochava has acquired predictive analytics specialist InferSystems, and announced the launch of the 'Kochava Optimization Beacon', an off-the-shelf predictive machine learning tool automating and optimising mobile ad campaigns.
InferSystems, whose key staff join Kochava as part of the acquisition, offers 'InferEngine' technology which helps clients like Microsoft and McDonald's to apply statistical learning theory to their campaigns. This has now been integrated with the Kochava Platform, which provides mobile advertisers with real-time visualization of start-to-finish campaign data including conversion and lifetime value (LTV) reporting.
The newly launched Beacon is available off-the-shelf and promises 'precise, actionable data to help advertisers serve the right ad to the right person at the right time'. Advertisers can deliver campaign impressions using tens of thousands of rules-based criteria, automatically optimized in real time.
Charles Manning, Kochava CEO, says of the acquisition and launch: 'While other measurement technology vendors are raising tens of millions of dollars to build teams who are just starting to think about campaign optimization, Kochava has acquired proven technology and an existing team, and will be shipping product that will be serving Kochava customers in the next month. 2015 will be the year transparency in the mobile ad industry becomes the rule rather than the exception, and brands can truly optimize their mobile ad spend based on their own unique data.'
Web sites: www.kochava.com and www.infersystems.net .
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