Hotmob just announced the launch of its safety-first demand side platform (DSP), ALCANZAR, that focuses on providing quality inventory and safeguarding brands by applying category filters and content parameters to measure whether a publisher's content meets the brand's specific needs. Both pre-bid and post-bid screening is applied to increase brand-safety controls by allowing advertisers to screen the URL or site section, therefore offering more transparency on where ads are running.
The mobile marketing company is known for operating a hybrid mobile advertising marketplace to offer premium and performance-driven mobile advertising solutions, which are facilitated by proprietary advertising technologies and robust ad-serving platforms to meet the growing demand from businesses across Asia.
In the wake of recent reports on display and video ads running next to unsafe content on YouTube, major brands and media buying agencies started to suspend their advertising budget from Google's programmatic solutions. To address the issue which, Hotmob customized its brand protection strategy for advertisers and launched its safety-first demand side platform ALCANZAR.
One of the unique features of ALCANZAR is that ad inventories are purchased in real time with smart bidding algorithms and price optimization. That is, only the necessary impressions are purchased at the best possible price point. The DSP platform adopts contextual ranking powered by artificial intelligence technology to analyze millions of advertising inventory in apps and websites and determines the most relevant placement to a brand's product or service.
Advertisers can access more than 10 billion of ad slots each day from multiple inventory sources across major global ad exchanges, including Google, YouTube, Smaato, Pinyou and more. Online display, video, and mobile ad inventories can be bought on CPM basis and the ad formats are compliant to IAB and international standards, hence maximizing the reach to targeted audience.