AccuWeather.com integrates with Ringleader Digital for reporting, tracking, targeting
By Dan Butcher
March 31, 2010
AccuWeather.com has integrated with Ringleader Digital
AccuWeather.com has integrated multiple Ringleader Digital mobile advertising platforms to enhance the reporting, tracking and targeting of ads on its mobile Web site.
The company has completed integration of Ringleader Digital’s Spark Server, a third-party mobile ad server, Media Stamp, a persistent, unique identifier integrated with agency buy-side tools to enable online analytics in mobile, and Network Manager, a mediation platform that dynamically maximizes revenue across multiple ad networks.
“We’re pleased to have this relationship with Ringleader because it becomes another layer of value that we can offer our advertising clients,” said David Mitchell, director of wireless services at AccuWeather, State College, PA.
“Ringleader helps our mobile advertising platform behave more like fixed platforms in terms of reporting, so advertising agencies have a greater level of comfort,” he said.
“It also empowers even better device targeting and gives us access to some rich-media tools for animations that we weren’t using before, such as drop-down banners.”
A Sprint banner on the homepage of AccuWeather's mobile Web site
AccuWeather’s mobile site launched was launched in 2006, and the company works with Google/AdMob, Millennial Media and Nokia/Navteq to fill its mobile inventory.
Founded in 2005, Ringleader is an ad-serving platform provider, delivering the online equivalent of ad-serving technology and functionality to the mobile and new-media markets.
Ringleader provides technology to leverage rich user data for targeted, trackable advertising and real-time visibility into online and mobile Web campaign performance.
A 15-day forecast for Paris on the mobile Web
The Ringleader platform consists of scalable, licensable solutions that help publishers, agencies and analytics companies identify, track and target mobile and new media users in real time.
Every component works together and integrates with the ad-serving systems already in use.
Ringleader exclusively licenses its platform and services to customers as either a bundle or on an à-la-carte basis.
AccuWeather ramps up mobile advertising
AccuWeather.com, a top-10mobile Web site according to Opera Mobile, will now use Ringleader's technology to monetize inventory on its mobile Web sites.
As a provider of up-to-the-minute weather information, users look to AccuWeather.com to provide relevant information while they are on-the-go.
Consumers also want to receive relevant advertising that is tailored to their wants and needs.
AccuWeather.com will extend the relevancy of ads served by using the platform for optimal targeting, tracking and reporting capabilities.
“We’re pleased to be working with one of the top mobile Web sites in the industry,” said Bob Walczak, CEO of Ringleader Digital, New York.
“By implementing the Ringleader platform, Media Stamp and Ringleader Network Manager, AccuWeather.com is now able to deliver targeted advertising that is relevant to the demographic that typically visits its mobile Web site for alerts and other weather-related information,” he said.
Related content: Media, AccuWeather.com, AccuWeather, AccuWeather Inc., David Mitchell, Ringleader Digital, Bob Walczak, mobile advertising, mobile Web, WAP, mobile Internet, mobile weather, mobile marketing, mobile
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