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- Digital advertising company engage:BDR (EN1) is teaming up with data solutions specialist Kochava to sell more “hyper-local” ads
- These ads target a mobile phone user’s exact GPS location, down to the street level
- This means these types of adverts can achieve specific campaign goals from advertisers
- Kochava’s tech will be integrated with engage:BDR’s business to bring about more hyper-local ad sales
- EN1 said the integration will bring about a “considerable” impact to revenue, but did not say what this entails
- Shares in the company closed 40 per cent higher at 0.7 cents each
Digital advertising company engage:BDR (EN1) is teaming up with data solutions specialist Kochava to sell more “hyper-local” ads.
EN1 said the integration of the companies’ tech should be live by the end of June 2020, bringing with it a “considerable revenue impact” for EN1’s programmatic business.
Kochava’s tech is designed to provide enterprise brands with data management, analytics, fraud protection, cross-device configuration, and more. Importantly, Kochava’s tech integration will help engage:BDR sell more of the product which has been generating more than 85 per cent of company revenue since 2018.
Hyper-local advertising
Essentially, hyper-local ads are targetable to exact GPS coordinates of users. Down to the street level, the tech uses GPS services to load ads in precisely the location the advertiser desires, meaning the advertisements can meet specific goals of an ad campaign at specific moments.
Engage:BDR said this type of advertising is only possible through programmatic advertising and, specifically, mobile apps — which is what Kochava’s tech specialises in. According to the company, desktops and web providers are not as useful for this type of specific ad targeting.
Today’s announcement, however, provides no insight as to what the “considerable” revenue increase entails.
Nevertheless, shareholders seem pleased with the news, with EN1 shares closing 40 per cent higher at 0.7 cents each today. Since publically listing in late-2017, shares in the company have lost 97.2 per cent of their value.
