“OUR GOAL IS TO BE A LEADER IN THE PROGRAMMATIC SPACE IN EUROPE, AND THEN LOOK BEYOND THAT TO AMERICA” TabMo’s Hawk platform incorporates strong analytics capabilities and an intuitive interface
“The automated modules and creative studio are what enables us to run sophisticated, great-looking brand campaigns, built 100 per cent for mobile with device ID caps to target specific audiences in-app,” says Biet.
Well connected Creativity is good, but of course in order to be effective, the ads need to be seen, at scale. TabMo ticks this box with connections to all major SSPs (Supply-side Platforms). Rubicon Project, MoPub, AppNexus, Smart AdServer, Adyoulike, StickyADStv, Inneractive and Smaato, are among TabMo’s SSP partners. There are more partnerships in place with companies in the brand safety arena (Integral Ad Science, Meetrics and Adloox); data providers (Adsquare, Statiq and Factual); and mobile trackers such as Tune and AppsFlyer. “We see ourselves as being at the centre of the mobile programmatic ecosystem,” says Biet. “We have made it our business to connect with the key players from every corner of the programmatic universe so that our advertisers and agencies can make one connection to the Hawk platform
to access an entire marketplace.” TabMo’s Hawk platform has evolved in tandem with programmatic itself. Its Deal ID system supports Private Marketplaces (PMPs), for those marketers who want to combine the efficiencies of programmatic buying with the certainty of knowing which premium environments their ad will appear in. It’s also geared-up for precise proximity marketing, with GPS targeting down to any coordinate.
Analytics Any marketer worth his or her salt wants to know that their ad dollars are being spent efficiently, so the Hawk platform has strong analytics capabilities, with the ability to report on every field that makes up the bid request. Advertisers and media traders can see what traffic is available by a variety of different filters, including country, exchange, device type, connection type, and many more. To make this information as easily accessible as possible, there’s also a Hawk app for Android, with an iOS version following in the near future, that enables platform users to access campaign
analytics and demo their creatives. Despite the sophistication of the platform, however, a lot of emphasis has been placed on the user experience and the user interface. “The platform has been built more for marketers than for traders,” Biet explains. “It’s very simple and intuitive to use, despite all the capabilities it puts at the marketer’s disposal.” Features include a real-time dashboard and intuitive order and line creation modes, and hourly planning capabilities. Looking ahead, Biet is optimistic about the future, both for programmatic and for TabMo’s part in its development. “Our goal is to be a leader in the programmatic space in Europe, and then look beyond that to America,” he says. “We are seeing 100 per cent year-on-year growth and have established a solid base, with a next-generation platform and a talented engineering pool of 25 developers in our R&D centre who are constantly looking to refine and improve it. Programmatic is definitely here to stay, but that should have no negative implications for creativity. On the contrary, as far as we’re concerned, the two were made for each other.” MM
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The September 2016 print edition of Mobile Marketing