Ubimo seeks to replace location, location location with location, context and timing
Ubimo, the Israeli location based mobile ad optimization platform, announced today (Wednesday) the completion of a $2M seed round from Pitango and Angel investor Eyal Gura. The funding is indicative of these investor’s belief that Ubimo’s new TransLocal ad targeting technology will form the new standard for mobile ad targeting.
CRM software, social networks, browser cookies – for the first decade of this millenium advertisers were having a veritable field day with user targeting. It was a capitalist aberration of Big Brother that must have had George Orwell turning in his grave at the thought of brands ‘watching you’ not to restrict people, but rather to try and fulfill their every materialistic desire in real time.
And then Mobile came onto the scene, stood up on a table and yelled out PARTY AT MY HOUSE! Well, with small screens, personal privacy issues and all their user tracking tools being rendered useless, advertisers didn’t quite know what to do with mobile at first.
Geo-what? Try TransLocal
Enter Ubimo: Founded by the same team behind LabPixies who sold to Google in 2010 for $25M, Ubimo understood that not only was user targeting possible on mobile, it was far more contextually relevant than Web based targeting. How so? First the obvious and not so revolutionary idea of Geo-Fencing, i.e targeting users based on where they are and what kind of stores/ purchasing options are in their immediate vicinity. Amobee, Thumbvista and even Google with their Geo-Fencing, Fused Location Provider and Activity Recognition APIs – are all examples of how location based targeting has become the current standard for mobile advertising technology.
But Ubimo took things a few steps further and developed a patent pending TransLocal technology that goes well beyond the dry numbers of latitude and longitude. They look at location as measured up against business details, demographics, point of interests, time sensitive events and even the weather. Is there an 18-34 year old male with disposable income near Madison Square Garden on a rainy sunday afternoon just before game time? These are the kinds of questions Ubimo’s solution asks.
So how does the above scenario form from a technological functioning ad flow model? Basically, every time a new ad request comes into the system from an RTB (Real Time Bidding) exchange or publisher, the request is first run through a data aggregator that collects profile specific information as well as easily searchable location and time sensitive factors. The relevant information is then filtered through what Ubimo calls a Semantic Context Builder, which analyzes the information and offers bidders and publishers the most contextually relevant target options for their specific ad campaigns. In other words, Yes, there’s a 23 year old male near the Garden right now with assumed disposable income, so let’s hit him up with an ad.
But all the new parameters in the world mean nothing if they don’t ultimately translate into tangible results, leaving the obvious question as to how TransLocal measures up against standard Geo-Fencing with regard to performance. In an interview with Geektime, CEO Ran Bar-Yair was hesitant to give actual figures but he claims Ubimo has seen significant increases across all major measurables, including click rates, engagements and conversions. Results are based on working relationships with several companies (again, Ben-Yair was hesitant to give details) and analyzed from a pool of billions of impressions.
Ubimo was founded in late 2012 by Ran Ben-Yair, Oded Poncz, Udi Graff and Gilad Amitai. The company is based out of Tel Aviv Israel and plans to use its new found funding to grow its product offering and beef up its sales presence in the U.S.