NewsJUICE Mobile and Krux Partner to Bring Audience Segments to Nectar

Mobile advertising technology firm JUICE Mobile and data management platform (DMP), Krux have entered into a partnership whereby Krux will supply publisher-defined unique audience segments to Nectar, JUICE’s mobile programmatic direct platform, thus enhancing its inventory.

Through this engagement, brands will also be able to implement audience-based activities and campaigns for mobile in a premium-guaranteed, brand-safe environment. Using Nectar powered by Krux, publishers can rest assured of the safety of audience-based inventory located in Nectar from data leakage; the offering is managed by a policy-controlled and stringent framework. Advertisers can access varied audience segments which were not available earlier on mobile programmatic direct inventory.

Publishers can benefit from enhanced CPMs and marketers gain from audience-based direct mobile buys that are highly effective.

Neil Sweeney, President and CEO of JUICE Mobile said in this release, “This partnership solves a structural challenge that exists in mobile programmatic direct today – the inability to overlay audience-based targeting across guaranteed premium placements due to Device IDs not being passed in a direct ad server environment.”

Tom Chavez, CEO of Krux added, “Programmatic direct gives publishers complete control over their premium inventory. Having that ability on mobile means publishers can now connect advertisers to where those targeted consumers spend their time. Audience-enabling that inventory means that advertisers can finally buy mobile exactly how they want to. We are proud to help JUICE Mobile achieve this vision.”