engage:BDR can handle the TRUTH

By Justin Ware. Published at Mar 4, 2019, in Technology

Emerging tech player, engage:BDR (ASX:EN1), has achieved a key milestone for 2019.

It will now be able to facilitate higher customer satisfaction thanks to AdCel’s Software Development Kit (SDK) integration, which has occurred ahead of schedule.

EN1 expects this development to translate to revenue increase, raised efficiency and swifter customer adoption.

What is an SDK?

An SDK is a set of tools and programs used by coders or developers to create different applications with a framework.

Adcel, which EN1 acquired in July 2018, has developed a broad range of ad fulfilment solutions. Among those is its cutting edge SDK integration, which allows publishers to stop their users from triggering auto-directs or accidental click throughs, thanks to its smart ad logic.

This SDK was delivered ahead of its Q2 schedule.

This is an important function, as this gives publishers and buyers greater control while tracking ad quality and performance.

Among the features of AdCel’s new technology is its ability to accommodate rich media and video formats across a variety of platforms, including support on older OS setups.

It will allow direct integration with publishers who cannot otherwise connect with EN1’s programmatic demand. This SDK tech is compatible with iOS and Android, and in combination with Unity3d, Cocos2dx, Marmalade, React Native, Adobe Air, PhoneGap and Xamarine plugins, can be integrated into 99% of modern apps.

Most ad buyers and publishers are concerned about two things when they consider SDKs:

  • That it does not disrupt or damage the application
  • The final application is not resource heavy

AdCel’s new solution addresses both points, coming in at just 200kbs in size and receiving positive testing to date.

Furthermore, in the event that ads go unfilled (unsold) on EN1’s programmatic platform, AdCel’s SDK can interface with third party platforms to facilitate purchases. At the time of an ad-call, if EN1’s programmatic clients are filling an ad, AdCel’s SDK signals other SDKs to hold off on ad fulfilment.

TRUTH technology

AdCel’s SDK integration tech is also synced with its TRUTH marketplace. The TRUTH tech evolved into the TRUTH marketplace, which works to eliminate ad fraud (or invalid traffic) within AdCel’s inventory.

The TRUTH marketplace sits on apps and publishers websites, actively working to detect inconsistencies in ad transactions, which could signal ad fraud. One such common tactic is the spoofing of user origin or device location, to increase the value of impressions to clients.

Unfortunately, it’s not uncommon for an impression to claim they are from the United States, when in actual fact they could be from a far less desirable location.

TRUTH detects this behaviour and eliminates it, significantly increasing the value to customers. It creates block lists and verifies its inventory in real-time, which will increase EN1’s size and quality of contributing publishers.

Integrations to continue

Several of AdCel’s 40+ buyer customers started in the integration process in Q3 2018, management expects 2-3 to finish per quarter in 2019. These integrations include previously announced powerhouses such as StartApp.

EN1 will continue to update and advise of developments as they occur.

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