Amobee and Myriad Group Team Up to Deliver Intelligent Advertising on Global Scale

Partnership signifies next chapter in mobile advertising, using device level analytics to deliver more effective targeting and rich new line of revenue for operators, OEMs and premium publishers around the world
Friday, March 11, 2011

Partnership signifies next chapter in mobile advertising, using device level analytics to deliver more effective targeting and rich new line of revenue for operators, OEMs and premium publishers around the world

BARCELONA, Spain, Feb. 15, 2011 /PRNewswire/ -- MOBILE WORLD CONGRESS 2011 -- Amobee Media Systems (, the world leader in advertising solutions for mobile operators, OEMs, and premium publishers, today announces it has partnered with Myriad Group AG (SIX: MYRN), a global leader in mobile technology having shipped over 3.7 billion software applications on more than 2.2 billion phones.

As part of the new agreement, Amobee will be joining forces with Myriad Group to combine its carrier-grade mobile ad serving technology with Myriad's leading edge mobile client solutions. Together, they create a new mobile advertising platform. Powered by intelligent analytics from the device to provide greater visibility of customer on and off net behavior, Amobee and Myriad will allow advertisers to benefit from a step-change in real-time targeting precision. In turn, this will enable a higher degree of personalization and more compelling mobile advertising experience for the consumer.

The aim of the partnership is to create a new, rich line of advertising revenue for operators, OEMs, and premium publishers.

Myriad will power the solution in combination with Amobee. Recognizing the rising concerns around the use and storage of personal information by third parties, unlike many players in the market, Myriad does not export any user data from the device. In contrast, using proprietary patented technology, activity on the device is matched with a set of dynamic rules embedded in the handset client. This results in a very accurate profile snapshot that is converted into a reference code. This code is then sent to the ad-server and matched with an appropriate advert that is then published back on the device. Subsequently, the code is deleted from the ad-server.

Myriad has used its unrivalled technical expertise to ensure that the client has very low footprint on the handset. Therefore, manufacturers can quickly roll out and add mobile advertising features through a simple software upgrade – instantly plugging into Amobee's rich advertising ecosystem of ad networks and premium publisher inventory. As a result, advertisers can tap into unparalleled reach, not possible until now.

"By teaming up with Amobee which has the leading global footprint with operators, OEMS, and premium publishers to power their mobile advertising, we are able to expand our portfolio to include highly scalable, carrier-grade ad monetization services world-wide. We believe this offers huge revenue opportunities long-term," says Benoit Schillings, Chief Technology Officer, Myriad Group. "We have been encouraged by the initial response from operators with pilots expected to commence in the next two quarters. They see significant benefit from solving issues around the handling of personal data and recognize the immediate upside from becoming a major force within the mobile advertising ecosystem."

"In order to deliver a compelling mobile experience and effectively execute mobile advertising, you need to have the ability to leverage the wealth of information that resides on the device," said Mark Strecker, COO of Amobee Media Systems. "Until now that has not been possible. By marrying Myriad's deep expertise in mobile software with our leading mobile advertising solution, we will create a new, intelligent platform that pushes the boundaries of mobile advertising targeting and engagement."

About Myriad

Myriad Group AG is a global leader in mobile technology and has shipped over 3.7 billion software applications in more than 2.2 billion mobile phones. Its comprehensive portfolio includes browsers, messaging, Java, social networking, user interfaces and middleware for all types of mobile phones, from ultra-low cost handsets to advanced smartphones.

The company provides both individual components and complete solutions, which enable handset manufacturers and operators to deliver amazing experiences on mobile phones. Myriad also develops USSD-based customer self-care platforms that deliver over 10 billion messages a year to 220 million mobile users across more than 35 mobile operators worldwide.

Myriad was created from the combination of industry leading companies, Esmertec and Purple Labs. It operates worldwide, with offices in Switzerland, France, UK, USA, Mexico, China, South Korea, Taiwan, Japan and Australia. Headquartered in Dubendorf Zurich Switzerland, Myriad is listed on the SIX Swiss Exchange (SIX Symbol: MYRN). For more information, please visit Amobee Media Systems


Headquartered in Redwood City, California, Amobee Media Systems is dedicated to advertisers, operators, developers and publishers, offering advertising in all forms of mobile communication and content. Its platform is the most globally deployed, allowing advertisers to benefit from a complete end-to-end mobile advertising solution. This includes a comprehensive set of mobile media services which enable advertisers to manage brand building and seamlessly rollout direct response and lead generation campaigns that achieve results.  

The company enjoys financial backing from some of the biggest names in venture capital: Sequoia Capital, Accel Partners and Globespan Capital, as well as strategic investments from Motorola, Cisco and leading operators Vodafone and Telefonica.

SOURCE Amobee Media Systems