Millennial Media adopts Bango Analytics

By Giselle Abramovich

July 29, 2008

Analyze this

Mobile ad network Millennial Media has integrated Bango’s mobile analytics into its Decktrade marketplace platform.

Bango Analytics will enable Decktrade users to accurately track unique visitors responding to mobile ad campaigns. The integration of Bango Analytics into the Decktrade platform enables any advertiser to add a Bango campaign tracking link to a campaign, thereby enabling tracking of unique visitors, country, network and device.

"This integration further solidifies our commitment to providing our clients and partners the best mobile measurement and analysis services,” said Eric Eller, senior vice president of products and marketing for Millennial Media, Baltimore, MD.  “We are excited to add Bango Analytics to our growing list of third-party reporting and analytics partners.

“Our Decktrade customers will benefit from being able to leverage the response of each campaign to then reinvest where they see the strongest performance," he said.

Bango recently launched a new version of its analytics software, which features new technology that tracks site and campaign data (see story).

With site analysis added to its mobile analytics service, Bango now provides the two metrics most sought after by Web site owners: the number of unique visitors and campaign tracking.

Tracking unique visitors is most sought after because current tools on the market can't accurately do this since cookies aren't reliable on mobile phones and IP addresses belong to the network operator.

“Bango first launched its analytics 18 months ago,” said Adam Kerr, vice president of Bango, New York. “We are aiding customers looking for an independent view into the success of their marketing campaigns.”

Millennial Media’s ad network is made up of various sets of mobile audiences for advertisers. It is also comprised of hundreds of brand-name and niche publishers that have run over 1,000 mobile advertising campaigns for both branding and performance-driven advertisers.

Millennial Media’s Decktrade is a performance-based, self-service network for mobile advertising. The network features a simple-to-use auction environment and multiple tools to make sure customers and publishers derive maximum value from the marketplace.

Bango provides two different techniques for capturing mobile metrics – link tracking for campaign analysis and page tracking for site analysis.

“The more advertisers know about their campaigns, the more confidence and money they will invest in mobile advertising the second time around,” Mr. Kerr said.