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TabMo, an early mobile creative DSP for video, display, and native advertising, has launched in the U.S. market, making its mobile-specific buying platform available in North America for the first time.

The platform — called “Hawk” — is the first mobile programmatic platform to manage both the entire purchasing process and the broadcasting of mobile advertising campaigns on mobile devices in real-time.

“As a programmatic platform built for mobile from the ground up, Hawk is designed to fit within the mobile application ecosystem, leveraging device ID and GPS targeting, along with cutting-edge creativity that meets the IAB MRAID standard,” according to the official word.

TabMo has had significant success in Europe and the U.K. and serves some of the world’s largest brands and agency holding companies to deliver highly-engaging mobile in-app advertising.

The company’s launch in the U.S. includes key hires and new offices in New York, Chicago, and Los Angeles. Leroy Holland has joined as Managing Director, U.S. and will oversee TabMo’s growth initiatives and advertiser and agency relationships in the U.S. market.

“The world of mobile programmatic is still relatively new, but it is becoming incredibly important for media buying all around the globe,” said Holland. “As marketers continue to pursue their audiences in these unique environments, they’ll need technology that is built around mobile devices and delivery.”

“The current desktop DSPs, while they have scale, are not meeting advertisers’ cross-device needs, and as a result, will not last in a mobile-dominant media landscape,” he added.

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