DAILY NEWS Feb 25, 2013 8:05 AM - 0 comments

Nectar Brings Real Value to Mobile Publishers, Advertisers

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Emerging from a private beta to a full release, a new mobile media platform provides tools for digital publishers and advertisers to establish inherent value of the mobile space.

Toronto-based mobile marketing and technology firm, Juice Mobile, has now released its Nectar software solution; the company adds that several premium publishers are already using the platform, such as Postmedia Network.

Platforms and exchanges being introduced into the mobile space are inherently biased toward one side of the sales equation, the developer explains. Most algorithms used inevitably default to price arbitrage, and they ignore accepted industry principles that say some environments are inherently worth more than others.

The result of this fixation on price and the exploitation of price arbitrage has led to wide spread commoditization of inventory in the mobile space, Juice says.

Nectar was created tackle such challenges head on, by removing price from the allocation equation. It uses a proprietary algorithm that awards inventory through a combination of core marketing principles and machine learning – allowing the platform to become smarter through every execution. 

“At Juice we focus exclusively on the rapidly evolving mobile ecosystem and developing technology to solve problems in the space,” Neil Sweeney, president and CEO, Juice Mobile, said in a release. “Nectar is the first mobile platform in the world that acknowledges environment as an important variable in decision making and allocates impressions on factors other than price. We think Nectar is the alternative to traditional exchanges and demand/supply side platforms and is the first agnostic marketplace to balance the objectives of both publishers and advertisers in the same platform.”

“Postmedia chose to work with Juice Mobile for mobile monetization due to their focus and expertise in the mobile space,” said Yuri Machado, SVP, Digital Sales and 3i, Postmedia Network. “At Postmedia, we continue to expand our mobile advertising presence and exclusively using Nectar’s platform to participate in mobile campaigns that are the best fit for our properties provides unparalleled visibility and control.”

Mobile marketing and software firm Juice Mobile is a privately held company, founded in 2010.

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