Affle has announced the launch of the new version of its “Mobile Audience as a Service (MAAS)” platform at the MMA Indonesia Forum. This version is termed as MAAS O6 (OptiSense6), and includes the propriety multivariate Optimizer to help advertisers maximize campaign ROI with real time and actionable audience intelligence optimizations. The end to end mobile audience as a service platform was launched in March 2015 at the Mobile World Congress, Barcelona and its China release happened at the China Joy, Shanghai in July 2015. Optimization& Transparency have been the cornerstones of Affle’s MAAS platform since inception and through this upgrade to MAAS O6,much greater optimization controls would be brought upfront for marketers to enable smarter decision making.
Commenting on this launch, Anuj Khanna Sohum,Founder, CEO and Chairman, Affle said “Affle’s core strategic focus is to continuously innovate on the MAAS platform with the aim to transform the traditional marketing-tech industry with the unified platform approach, complete transparency and end-objective driven targeting & optimizations. MAAS O6 is a significant achievement of our engineering andproducts teams and it includes our advancedreal time algorithms thatfuse Affle’s audience data intelligence on top of RTB and API based integrations with almost all top mobile inventory supply sources. This solves the industry problem of cluttered and comparatively unregimented direct publishers, ad networks and affiliate networks driven supply eco-system.”
Anuj Kumar, Co-founder & Managing Director, Affle added “Traditionally most marketers optimize campaigns only at a publisher level. This changed to an extent with Real Time Bidding (RTB), butnot all supply sources are connected over RTB. With O6 we have enabled the programmatic optimization capability with ROI driven intelligent decision making across the mobile display eco-system. Marketers can now make more informed decisions with a customizable Rules Engine with easy identification and action ability on the performing & non-performing CAMPAIGN attributes. With this upgrade we expect a lot more marketers and media agencies to exclusively procure, attribute and optimize all theirmobile campaigns through our platform.Indonesia is the heart of our South East Asia business and we are happy to announce this launch at the flagship mobile industry event in Jakarta.”