4INFO today announced a new solution that enhances it’s already robust AdHaven mobile advertising platform to allow users to target by audience shopping behavior.
In addition, the new solution allows marketers to measure whether exposure to mobile advertising turns those consumers into actual buyers through advertising on the AdHaven platform. 4INFO has long been known for simple SMS text-based advertising, but is quickly growing into a full-service mobile advertising powerhouse by allowing mobile display, in-app and rich media ad serving capabilities. The company acquired mobile advertising startup “Butter” in June of last year to bolster its portfolio of mobile ad service, particularly in the mobile app space.
New data partnerships, which the company says will be announced in March, aim to deliver “targeting capabilities to effectively reach audiences across the 4INFO network of publishers” (hundreds of the top media companies in the U.S.) — providing a reach of over 70 million unique users. “AdHaven provides marketers in the consumer packaged goods industry with the first true audience targeting capability in mobile,” said Zaw Thet, CEO 4INFO. “This creates value by allowing an approach that improves marketing effectiveness and efficiency of any mobile campaign, relative to current performance. We are pleased to be the first to offer this unique targeting capability.”