Mobile Marketing

The Only Solution for In-App Advertising? Programmatic Buying

Programmatic media buying (PMB) has been touted as the future of media planning and buying, especially in the online digital segment. 

A September 2011 Forrester report, “The Future of Digital Media Buying,” by Joanna O’Connell and Michael Greene, asserts that media professionals not engaging in programmatic buying will be in jeopardy of losing their jobs through obsolescence.

I have recently spoken to over 25 digital media buyers from large agencies, all of whom told me that they were well aware of the benefits of and motivations for adopting PMB.

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Picture of Anindya Datta, Ph.D.

Anindya Datta, Ph.D.

Anindya Datta, the CEO and Chairman of Mobilewalla, is widely regarded as a front-running technologist, leader and innovator, with core contributions to the state of the art in large-scale data management and Internet technologies. Mobilewalla has pioneered audience measurement in mobile apps by applying ground-breaking data science techniques on the industry’s largest volumetric database of mobile app data. Prior to Mobilewalla, Anindya founded and ran Chutney Technologies, where he was backed by Kleiner Perkins and evolved into one of the earliest entrants in the application virtualization area. The company was acquired by Cisco Systems in 2005. Anindya has also been on the faculties of major research universities and institutes in the United States and abroad, including the Georgia Institute of Technology, the University of Arizona, the National University of Singapore and Bell Laboratories. Anindya obtained his undergraduate degree from the Indian Institute of Technology (IIT) Kharagpur, and his MS and Ph.D. degrees from the University of Maryland, College Park.