This document discusses emerging mobile data platforms that integrate different data sets to provide insights into audience behaviors. It describes several platforms, including Lotame and AudienceArchitect, that combine first, second, and third party data to build robust audience profiles and enable targeted mobile marketing campaigns. As mobile data consumption increases, these platforms are gaining traction by helping marketers engage audiences across devices through personalized ads and experiences.

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WHAT ARE EMERGING
MOBILE DATA PLATFORMS

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Data is going to be central to the way a company markets its products in the future. Paid social
promotions are becoming key weapons as marketers try to break through the clutter of social feeds
to reach their target audience. Facebook’s increasing revenue from paid ads is a good case in
point to demonstrate the growing importance of paid social promotions in drawing consumer
attention to their product.
Paid social promotions are based on data as marketers use data derived from first and third party
sources to identify, segment and profile their target audience. Data analysis provides marketers
with audience context to drive their social marketing campaigns, which is why greater the data, the
more opportunity they have to know their audience which in turn can drive greater audience
engagement with their social marketing campaign. Since most data consumption is taking place
through mobile devices, managing mobile data has assumed the most significance.

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But how do you marry different sets of data to create a unified audience profile?
Mobile Data platforms are the solution as they integrate different data sets to provide answers to
audience behaviors that drive successful ad campaigns. While DMP as a concept is relatively new,
there are many emerging platforms that are slowly gaining traction. We have listed some of the
best emerging mobile data platforms.
Lotame is an emerging data management platform (DMP) that integrates and decomposes
audience data to enable agencies, publishers and marketers to achieve effective marketing,
product and business decisions. By collecting first party data from across applications, sites and
campaigns and integrating it with insights and observations from other internal sources like email
or CRM data as well external third party sources, the Lotame DMP uses advanced rule based data
collection to capture even the most granular data points to enable marketers to build a robust
wholesome audience profile. The platform allows clients to find prospective clients that mirror the
behavior of existing customers, know more about existing customers and plan and execute social
marketing campaigns accessible across multiple devices targeting their unique audience segment.

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AudienceArchitect™ from The Mobile Majority is another emerging mobile data platform that has
the capacity to integrate and analyze trillions of first party and proprietary data to enable marketers,
agencies and publishers to choose from an entire suite of options regarding audience targeting for
campaigns. AudienceArchitect™ combines its own proprietary database containing billions of
records of consumer interactions with external data sources including first, second and third party
data sources to provide real time audience data to optimize marketing campaign experience.
A more technologically advanced next gen mobile data platform, Krux’s analytics driven tool
synthesizes data from different sources into a single view as well as helps businesses increase
revenue by providing valuable insights tailored to individual customer segments. Krux intelligence
based software delivers highly granular personalized data that enable marketers to provide game
changing customer experience.
The mobile data platform is getting increasingly crowded as the demand for DMPs continues to
rise and we are sure there will be many more platforms to look out for in the future.

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