NinthDecimal Introduces the First One-to-One Programmatic Mobile Audience Solution

Partnerships With Adelphic, Lotame and Turn Give Marketers Access to Sophisticated Audiences at Massive Scale on the Leading Programmatic Platforms

SAN FRANCISCO — August 6, 2014 — NinthDecimal (formerly JiWire), the leading mobile audience intelligence company, today unveiled its Programmatic Mobile Audience Solution. For the first time, brands, agency trading desks and publishers can buy sophisticated audience targeting for their programmatic mobile campaigns. This new market offering unlocks mobile’s enormous potential for marketers by addressing one of the biggest industry needs – programmatic mobile audience targeting.

“The opportunity to buy mobile audiences programmatically has been one of the biggest barriers to brands boosting their mobile ad spend,” said Doug Kofoid, EVP Global Solutions at VivaKi. “So much mobile inventory exists today, but without good audience data, it’s much less valuable. To deliver true ROI on mobile buys, brands need the capabilities that NinthDecimal delivers with granular targeting and transparent services.”

NinthDecimal has partnered with Adelphic, Lotame, and Turn to give marketers access to one-to-one audience targeting on some of the industry’s largest programmatic platforms. With these partnerships, over three hundred million buyable audience segments from NinthDecimal are available on each of the platforms, providing marketers the scale needed for successful programmatic campaigns. Additional DSP and DMP partnerships will be announced in the coming months.


The Growing Demand For Programmatic Mobile Targeting

NinthDecimal’s Programmatic Mobile Audience Solution answers advertisers’ top market demand with the enormous growth of mobile programmatic predicted for the coming year. Mobile programmatic spending is forecasted to account for as much as 20 percent of total digital ad spend in 2015, creating an estimated $11.7 billion market opportunity, according to data from AdExchanger* and eMarketer**.

*AdExchanger, “The State of Programmatic Media” Q2 2014
**eMarketer, “Total US Ad Spending to See Largest Increase Since 2004,” 2 July 2014

Advertisers have cited a lack of robust targeting as the number one obstacle to mobile programmatic adoption, according to a recent report by OpenX and Digiday. Until today, marketers lacked the means to target one-to-one mobile audiences through programmatic buying platforms. Mobile programmatic buying has either been driven by less efficient content targeting or completely untargeted. NinthDecimal’s sophisticated audience intelligence platform radically changes the game for marketers, bringing to mobile the same audience targeting sophistication that has driven the significant growth of online programmatic adoption.

“This partnership with NinthDecimal will give our customers additional access to mobile audiences,” said Mark Balabanian, VP, Business & Corporate Development at Turn. “Brands and agencies look to Turn for innovative ways to reach consumers across channels and devices, and this relationship helps enhance that capability.”


Programmatic Audiences Built at the Intersection of the Digital and Physical Worlds
NinthDecimal offers the most sophisticated and precise audiences in mobile, leveraging a true one-to-one targeting platform that is architected around the individual.

Programmatic buyers now have access to audience segments built from the same data that their brand counterparts enjoy. The NinthDecimal programmatic mobile audiences incorporate the signals that matter most, including location data, purchase data, device and content data, as well as demographic data sources. Programmatic buyers now have access to demographic, behavioral, market intent and lifestyle audiences, such as college students, fashionistas, golf enthusiasts and recent movers.

The NinthDecimal audience intelligence platform builds these audience segments from over one trillion data points collected from more than one billion devices, offering marketers true scale, along with the highest level of accuracy and precision. Marketers can also now target the same audience based on the same data using both direct and programmatic channels, thus helping advertising agencies to deliver more holistic campaigns

“NinthDecimal’s new solution brings sophisticated audience targeting to programmatic mobile campaigns for the first time,” said Michael Fordyce, CEO of NinthDecimal. “Advertisers finally get the best of both worlds, combining the efficiency of programmatic buying and the effectiveness of precise audience targeting. We’re proud to be the first company to offer this capability to satisfy what is expected to be a booming new advertising market.”

With this announcement, NinthDecimal adds programmatic buying to its suite of offerings, which includes robust audience intelligence, industry leading measurement and closed loop ROI solutions, and pre- and post-campaign audience insights across display, video and rich media.


About NinthDecimal
NinthDecimal (formerly JiWire) is the leading mobile audience intelligence company enabling brands to engage with the right audience, at the right time. Fortune 500 companies and marquee brands, like, Samsung, Gap, Best Buy, Microsoft and Volkswagen, use NinthDecimal’s precise audience intelligence platform and sophisticated campaign analytics to drive optimal brand experiences and unprecedented campaign ROI. By combining online and offline data sources, NinthDecimal provides the most comprehensive understanding of audiences by connecting their digital and physical worlds. Its mobile targeting approach delivers 4X higher performance than alternative approaches, and its Location Conversion Index® is the mobile industry’s most accurate ROI metric that measures the increase of in-store visits directly attributed to mobile ad campaigns.

NinthDecimal is headquartered in San Francisco and has offices in New York City, Chicago and Silicon Valley. Follow us on Twitter (@NinthDecimal), LinkedIn and Facebook. Learn more at

***Digiday and OpenX, “Programmatic + Mobile: Differing Priorities Between Buyers and Sellers”


Media Contacts:

Kimberly Breslin
[email protected]

Brigit Valencia
BOCA Communications
[email protected]