San Diego – Giving advertisers and agencies the ability to track competitors’ use of in-app advertising for the first time, WhatRunsWhere (www.whatrunswhere.com), the service that already enables tracking of online and mobile ad campaigns, today launched a data gathering tool for the Android platform.
Using WhatRunsWhere’s new in-app capability, advertisers can now collect data from more than 20,000 Android apps. The data will provide crucial intelligence about where competitors’ ads are running, which specific ads are running there, who is selling those ads, and other information to help advertisers develop their own cost-effective mobile advertising campaigns.
“This is a significant development, not only for WhatRunsWhere, but the entire Android app market,” said Max Teitelbaum, co-founder and COO of WhatRunsWhere. “Until now, apps have been an informational black hole for marketers seeking to implement effective campaigns. Advertisers and agencies were buying ads blind, with no real performance history data showing what types of ads had worked in what apps. Now, with the introduction of WhatRunsWhere’s in-app tool, advertisers can develop intelligent strategies for deploying their mobile ad dollars, leading to a greater return on investment.”
“The universe of Android-based devices continues to grow at an astounding rate,” Teitelbaum added. “The ability to effectively reach audiences across Android phones, tablets and other devices represents an enormous opportunity for advertisers.”
In September 2012, Google announced that it had activated more than 500 million Android devices globally, with 1.3 new devices activated daily. And Opera Mediaworks reported in February 2013 that Android had “emerged late in the year as the leading mobile phone OS as measured by impression volume.”
The in-app launch follows WhatRunsWhere’s August 2012 entry into the mobile ad space with its acquisition of the UK startup Mobile Ad Spy, a company specializing in global mobile ad intelligence gathering technology.
WhatRunsWhere, a competitive intelligence service for online media buying, allows users to look up what advertisers are doing online: where they are running ads, from who they are buying inventory, and what exact ads they are using. WhatRunsWhere also allows users to see what is happening on any online publisher: who is advertising there, who is selling the inventory, and what ads are running. With data from multiple countries and actionable insights from the data, WhatRunsWhere allows users to quickly dissect competitive online advertising campaigns, resulting in reduced risk and a higher ROI.