TabMo, the first mobile creative DSP for video, display and native advertising, has launched within the US market, making its mobile-specific buying platform, Hawk, available to advertisers and their agencies in North America for the very first time. TabMo has enjoyed significant success in Europe and the UK, working with some of the world’s largest brands and agency holding companies to deliver highly engaging mobile in-app advertising through the Creative Programmatic platform.
Headquartered in Paris, with R&D teams in Montpellier and offices in New-York, Chicago, Los Angeles, London and Cologne, TabMo is the first Mobile Creative DSP.
According to eMarketer, US adults will spend more than three hours a day using their mobile devices in 2017. However, many mobile demand-side and data-management platforms are designed for the desktop browser environment, and as a result are reliant on cookies, HTML and IP address targeting.
Hawk, TabMo’s DSP, is the first mobile programmatic platform to manage both the entire purchasing process and the broadcasting of mobile advertising campaigns on mobile devices in real-time. As a programmatic platform built for mobile from the ground up, Hawk is designed to fit within the mobile application ecosystem, It leverages device ID and GPS targeting, along with cutting-edge creativity that meets the IAB MRAID standard to bring Creative Programmatic experiences.
Senior Advertising Executive will Head the TabMo US Team
The company’s launch in the US includes key hires and new offices in New York, Chicago, and Los Angeles. Leroy Holland has joined as Managing Director, US and will oversee TabMo’s growth initiatives and advertiser and agency relationships in the US market.
Holland has more than a decade in interactive media and advertising technology, including stops at DataXu, AdRoll, AOL, DoubleVerify and, most recently, Kiosked. He will be based in New York.
“The world of mobile programmatic is still relatively new, but it is becoming incredibly important for media buying all around the globe,” said Holland. “As marketers continue to pursue their audiences in these unique environments, they’ll need technology that is built around mobile devices and delivery. The current desktop DSPs, while they have the scale, are not meeting advertisers’ cross-device needs, and as a result, will not last in a mobile-dominant media landscape.”
Two New Hirings to Lead Sales Efforts at TabMo
In addition to Holland, TabMo has also hired Eric Morse and Anna Gaetke to lead its sales efforts in Los Angeles and Chicago, respectively. Morse arrives from Resonate, where he served as west coast director, following roles at Facebook and RocketFuel. Gaetke most recently served as director of global agency sales for Rubicon Project. Prior to that, she held a number of sales and business development positions at ShopLocal, a G/O Digital company.
Built for agencies and advertisers it enables them to access premium publisher inventory through pre-selected integrated private marketplaces (PMPs), and leverage mobile audience data from trusted integrated and selected partners. TabMo specializes in video and rich media mobile campaigns and is one of the world’s only platforms to be able to programmatically serve the whole range of mobile formats including native.
Since 2014 TabMo has built and developed its own DSP stack specifically for mobile advertising. Founded by Renaud Biet & Hakim Metmer, TabMo’s technology enables advertisers to reach worldwide mobile audiences at scale, and with a variety of custom targeting options and creative formats. TabMo has also developed automated creative modules enabling users to be autonomous on the platform for the whole set-up process and adapt their existing creative assets to mobile first formats.