Retargeting in mobile has often been the nirvana for many buyers but the ability to execute has often been found wanting due to various privacy restrictions and technological incompetencies. StrikeAd have just announced that they can now crack this challenge by launching a new, proprietary retargeting product. The high-load, high-speed database now powers StrikeAd's three new solutions: retargeting, frequency capping and behavioural targeting. Claiming to adhere to privacy standards, the retargeting product enables advertisers to re-engage consumers who have previously shown an interest in their product or vertical.

This follows a recent announcement of a new partnership with AdMobius, a mobile audience management platform, enabling publishers and advertisers to discover and target relevant audiences. The goal of this collaboration is to further enhance StrikeAd's mobile targeting capabilities. Partnering with AdMobius provides a channel for reaching brands, with their own retargeting product focusing on direct response.

The benefit of retargeting is obvious (and proven in desktop to be highly successful). However, the ability to execute retargeting in mobile is vastly more complex as many are aware. StrikeAd’s retargeting technology consists of five servers claiming to handle 85 million user records and processing thousands of queries per second, per server, at an average query time of five milliseconds.

StrikeAd have developed a new database that securely and anonymously holds various keys (pieces of user-associated information) mapping each to a universal StrikeAd ID. StrikeAd's database can hold over 30 keys for a given user, potentially including cookie IDs, exchange user IDs, device IDs and others.

Michael Dewhirst, CTO, StrikeAd concludes: "We reviewed several platforms already on the market but did not find any that met the challenge. The technology behind this solution had to be more complex than traditional online products due to a much more fragmented mobile landscape – from technology and device diversity to supply source and methods of identification points. The project also involved additional integration development with various SSPs and exchanges, which now feed StrikeAd extra data, allowing us to better target mobile consumers. We are also integrating with a number of third-party audience data providers such as BlueKai, Admobius, PlaceIQ and many others to improve the performance even further."

Alex Rahaman, CEO & Founder, StrikeAd comments: "These consumers should be low-hanging fruit, but only if you know who they are. We are proud to lead the industry not only in the effectiveness and technological complexity of our solutions, but also in our adherence to the most stringent consumer privacy requirements. The implications of this product for advertisers are massive. A retail chain, for example, could advertise to users who have downloaded their mobile app but have yet to make a purchase. Bringing mobile web and app retargeting together has been a difficult industry challenge, but our team of engineers around the world worked hard to make it a reality."

Brian Stoller, Leader, Digital Strategy for Mindshare North America adds: "Perfecting mobile retargeting is crucial for advertisers hoping to engage with consumers who have demonstrated interest in a given brand. Effectively, retargeting on mobile has been difficult up to now, so this development is a win-win for advertisers and consumers alike. This technology represents an enormous opportunity for us to use mobile more efficiently and intelligently."