NEWS25 March 2014

Research Now and Flurry announce partnership

New business News North America

US — Research Now and mobile analytics provider Flurry have announced a new partnership.

The aim of the partnership is to improve mobile ad targeting and to better measure the effectiveness of in-app advertising. The companies have built a panel and behavioural data set on mobile consumers with the intention of using that data to build new products to help marketers.

Research Now will also enhance Flurry Personas – audience segments built with behavioural data from app sessions – with profile and survey-based information such as consumers’ brand preference, recent purchases and purchase intent.

“Flurry captures trillions of signals coming from smartphones and tablets, and uses that data to deliver relevant ads to consumers on their most personal devices,” said Simon Khalaf, President and CEO of Flurry (pictured).

“Together, Flurry and Research Now have created a more precise way for marketers to identify high-value consumers, and delight them with an ad that resonates. This is a very powerful data asset, and we are excited to see marketers put it to use.”