Ad Personalizer enables targeted mobile ads

Edited by the Marketingservicestalk editorial team Apr 3, 2008
ChangingWorlds, the global expert in personalisation for mobile data and subscriber intelligence, has introduced its unique personalisation solution for mobile advertising to US carriers.
With the launch of ClixSmart Ad Personalizer, ChangingWorlds brings its unique personalisation technology and subscriber intelligence creation capabilities to mobile advertising.
ClixSmart AdPersonalizer intelligently delivers personalised advertisements to users in a relevant, targeted, contextual and timely manner that is device- and network-agnostic.
ClixSmart Ad Personalizer uses the unique personalisation features of the ClixSmart Relevance Engine to identify, select and deliver the most relevant advertising content to the right subscriber at the right time.
The ClixSmart Relevance Engine combines two unique technologies that have been developed by ChangingWorlds to deliver highly targeted mobile advertising that reflects behavioural and contextual factors as well as the inherent content preferences of each individual subscriber.
This ensures that mobile advertising revenue is maximized by optimising inventory throughput and click-through rates.
Using a technology called User-Community Preferences (UCPs), the ClixSmart Relevance Engine can develop an enhanced view of subscriber preferences and behaviour that combines the interests of the individual subscriber (user) with the preferences of like-minded subscribers (communities).
Also the ClixSmart Relevance Engine creates an Ad Signature for each individual ad which defines the important characteristics of an ad that makes it relevant for particular users.
Professor Barry Smyth, Co-Founder and Chief Scientist of ChangingWorlds, said: "Advertising is another form of content that must be highly personalised over mobile and not just using basic demographic or superficial profiling.
"Simply delivering an advert based on age, sex, handset type and location is not good enough and will be intrusive and off-putting for mobile internet users.
"ChangingWorlds is unrivalled in its ability to implicitly create individual behavioural and community subscriber intelligence by analysing on-deck and off-deck usage and such subscriber intelligence is essential to the success of mobile advertising".
ChangingWorlds' personalisation and subscriber intelligence technology has won numerous prestigious innovation awards from leading technology groups such as the American Association of Artificial Intelligence (AAAI) and most recently ChangingWorlds was granted a 'Deployed Application Award' by the AAAI for its Personalized Intelligent Content Discovery for the Mobile Internet.
ChangingWorlds CEO David Moran said: "Since the inception of ChangingWorlds, we have championed and pioneered the need for intelligently personalised delivery of content to ensure the success of the mobile internet.
"Having delivered our personalisation technology in more than 50 mobile operators worldwide, it is now widely accepted that personalisation is absolutely essential for mobile data delivery and this has never been more important than for mobile advertising.
"The ClixSmart Ad Personalizer solution combines the three essential ingredients of successful mobile advertising - ad inventory, subscriber intelligence, personal relevance - to offer mobile subscribers an enriched and personalised mobile advertising experience".
ChangingWorlds is the market-leading provider of intelligent personalisation and wireless portal products to the telecommunications industry.
Based on advanced artificial intelligence technology, the company's ClixSmart Intelligent Portal platform offers a personalised content discovery solution that enhances content relevance and optimises the user experience of the mobile internet, resulting in greater ARPU (Average Revenue Per User) for the mobile operator.
Results from implementations of the ClixSmart Intelligent Portal Platform have shown an increase of mobile internet ARPU (Average Revenue Per User) and mobile internet traffic by up to 30 per cent.
Proven in market as a high-performance, scalable and carrier-grade mobile data personalisation, ClixSmart is used by over 50 operators worldwide including the Vodafone Global Group, O2 UK and O2 Germany, the TeliaSonera Group, T-Mobile Austria, Celcom Malaysia and Hong Kong CSL.
ChangingWorlds was founded in 1999 and is privately owned.
The company now employs over 125 highly qualified staff in Ireland (Dublin), Malaysia (Kuala Lumpur) and USA (San Francisco).
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