Today, AdRoll announced a private beta launch of a new mobile retargeting offering that enables marketers to retarget users across devices.
The mobile retargeting solution allows marketers to identify high-intent desktop users and target them across mobile devices to promote app installs and conversions on mobile optimized sites. AdRoll, currently the only ad tech that integrates with both Facebook and Twitter, enables advertisers to retarget desktop site visitors as they visit Facebook and Twitter on their smartphones and tablets. Marketers can also retarget mobile web visitors when they browse other mobile sites, leading them back to mobile optimized landing pages.
“AdRoll is committed to providing marketers with the tools and insights to create campaigns that drive high ROI and solve for their real world advertising objectives,” said Adam Berke, AdRoll president. “We’ve built deep expertise in retargeting, and we’re now excited to extend our platform to address our customers’ need to reach people across a range of devices.”
Current beta customer Udemy is testing the platform by identifying desktop audiences on both Facebook and Twitter and retargeting them on mobile devices to drive app installs of its online class app.
The move gives AdRoll a head start on other FBX vendors, in particular, which have not been able to offer mobile retargeting. The ability to manage retargeting campaigns on Facebook, Twitter and other mobile websites through one interface will also likely hold appeal for advertisers.
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