engage:BDR Ltd (ASX:EN1) has signed a global partnership with Kochava, a global leader in mobile apps data and user identification, with integration set to be live by the end of this month.
The partnership is expected to yield immediate revenue and is focused on the growth of EN1’s hyper-local programmatic businesses.
Kochava is a provider of secure, real-time data solutions and helps customers establish identity and optimise all aspects of their marketing.
EN1 management expects increased sell-through of existing and inventory to current and new buyers to be realised through this integration.
Shares have jumped as much as 60% to an intra-day high of 0.8 cents.
Hyper-local advertising
Hyper-local advertising is mobile app inventory targetable to the exact latitude and longitude coordinates (GPS) of each user at the exact moment the ad is loaded, down to street level.
This ability enables advertisers to spend marketing dollars on precisely the exact user in the exact location which fits the goals of the campaign, at a specific moment.
The capability is only possible through programmatic advertising, and specifically, only mobile app inventory.
Other channels such as desktop and mobile web provide marketers access to users’ IP addresses for targeting, but they are not as useful, valid or in demand as GPS coordinates.