Opera Mediaworks Launches AMP 2.0 for Deeper Targeting

Today, we are happy to roll out the latest iteration of the Opera Mediaworks Audience Management Platform (AMP). AMP 2.0 will enable AdMarvel platform customers to uniquely package their ad inventory leveraging their unique datasets, to expose specific audience segments across their properties. In addition, publishers can use these new capabilities to extend their audience reach across OMAX (Opera Mediaworks Ad Exchange)

Opera Mediaworks’ AMP is a product extension to the targeting capabilities of AdMarvel, the leading mobile ad serving and programmatic Supply Side Platform. AMP delivers granular audience segments by combining the publishers’ first-party data with third-party data available through the AdMarvel platform, enabling deep audience insights for ad targeting.

The key to AMP 2.0 is allowing a publisher to append its own valuable first-party data to third-party profiles delivered by Opera Mediaworks, to build profiles unique to their audience.  For example, a music application that today targets its users only with its own first-party data on music preferences, can use AMP 2.0 to add third-party demographic and behavioral data to that profile and serve even more highly targeted ads across its owned and operated mobile inventory. In addition, that audience can also be identified and served to in other apps, using OMAX, should additional reach be needed.

More, read here: https://blog.operamediaworks.com/?p=626