Mobile ad technology firm YOC has announced a three-way partnership with Future Publishing and Appetite Creative Solutions.
The agreement will enable brands to extend Future’s high value audience data across YOC’s boutique collection of premium publisher sites. Advertisers can also tap into YOC’s suite of programmatic rich media formats, powered by Appetite Creative Solutions.
Oli Gold, UK Managing Director YOC, said “Publishers capture millions of data events that culminate in an intricate understanding of their user base. Currently these insights are used by media owners to promote content to their audience and drive value to their advertisers. As we move towards transacting on audiences in the UK, publishers need to capitalize on their rich data assets and leverage these to deliver incremental value for brands”
He added: “YOC will power a premium rich media marketplace that unlocks Future’s first party data for global advertisers. The combination of rich high value audience data, scalable quality inventory, custom rich media formats and creative innovation is an exciting proposition for brands.”
Appetite Creative Solutions have been working with YOC across a number of successful mobile ad campaigns, including Seat and their most recent mobile skins format. The agency will be able to provide the input, ideas and creative technology required at an early stage, blending creativity and YOC’s ad technology with premium audience data from Future.
Oli Gold added “It is important to bring creative into this process at an early stage. Appetite has delivered outstanding work for major global brands and we have an excellent relationship with the team. They will play a crucial role in this partnership as we offer solutions targeting broad and niche markets.”
Adam Gilsenan, Chief Trading Officer at Future Publishing, added “This partnership enables brands to re-engage with our high value audience beyond owned and operated media. Advertisers can also gain access to some extremely innovative mobile formats which sit at the tip of the spear of custom innovation.”
Jenny Stanley, Managing Director and founder of Appetite Creative, added “As technology advances, creativity seems to have become more of an afterthought. Technology and targeting are fundamental to the success of any ad campaign but the real dynamite happens when all three powers work together.”