Oracle Data Cloud, Mobilewalla finetune APAC mobile targeting

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Mobile advertising is a big deal in Asia Pacific where mobile devices have become a preferred platform for online activities.

However, getting specific audience details and targeting (and retargeting) key mobile users with the relevant ads is challenging.

The lack of data and proper comprehensive platforms are to blame. 

Oracle Data Cloud and Mobilewalla is looking to change this with a new solution aimed for CMOs in 13 APAC countries.

Called Mobilewalla Audience APAC, it will use data available through the BlueKai Marketplace, including more than 100 demographic, behavioral, and intent-based segments per country.

“Through our collaboration with Mobilewalla, we are expanding the scale and scope of our customers' targeting capabilities on mobile, particularly in the Asia-Pacific region," said Rich Harris, global vice president of Oracle Data Cloud.

The BlueKai Marketplace, part of the Oracle Data Cloud, is reportedly the world's largest audience data marketplace, allowing marketers to reach granular mobile audiences from the Oracle Data Cloud in APAC, North America, and Europe.

With Mobilewalla Audience APAC, CMOs can target mobile users on more than 400 million unique devices across Australia, New Zealand, Indonesia, Malaysia, Singapore, Thailand, India, Philippines, Taiwan, Vietnam, Japan, South Korea and Hong Kong for deep mobile consumer intelligence.

"We are thrilled and honored to work with Oracle Data Cloud to offer Mobilewalla Audience APAC to help our joint customers to better target mobile audiences in APAC and the world over," said Anindya Datta, Mobilewalla Co-founder and CEO.

Further reading:

Snapchat to marry offline data with online ad campaigns

Near integrates its data platform into Oracle’s BlueKai marketplace

Israeli mobile ad player Spotad enters China with VC funding