Introduction to the Mega Trends in Mobile

There is a lot of hype in the mobile space particularly when it comes to identifying technologies that enhance revenue strategies for publishers. In this introduction, Marc Theermann, VP of Mobile for Admeld, will discuss the three mega trends that are influencing mobile ad ops in 2012: Hardware Identifiers, Location and RTB. Making programmatic buying decisions on mobile is not trivial from a technical standpoint. Location and hardware identifiers have shown great potential in performance tracking, frequency capping and retargeting. With more brand dollars flowing into mobile, publishers that start collecting opt-in location-based data will be able to capture this spend. Marc will also cover how programmatic can expose a mobile publisher's inventory to more demand and competition while providing a greater understanding of the value of their inventory.

Marc Theermann, VP Mobile Admeld

For more than a decade Mr. Theermann has participated and shaped the mobile marketing industry as an entrepreneur, investor, and senior operating executive. Prior to Admeld he incubated a mobile analytics and media buying dashboard concept at Polaris Ventures, which ultimately became part of Smaato Inc. In 2004, Mr. Theermann co-founded mobile application company Everypoint, where he assisted in raising $14 million in venture funding from three prominent investment firms. In 2000 he founded YellowPepper, one of the world’s first mobile marketing companies, which he later sold to a private equity firm. Mr. Theermann holds an MBA degree from Northeastern University, and a Masters in International Management from Thunderbird.