SYS-CON MEDIA Authors: Xenia von Wedel, Peter Silva, Glenn Rossman, Ava Smith, Elizabeth White

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Varick Media Management Taps RUN as a Preferred Mobile Partner

Demand-Side Platform Offers First-Party Data Activation Across Screens

NEW YORK, NY -- (Marketwired) -- 04/03/14 -- Targeting mobile customers just got easier for customers of Varick Media Management (VMM), thanks to a preferred partnership the leading independent trading desk announced with RUN. RUN's cookieless data-management platform enables VMM's clients to identify connected devices in real-time, highly targetable and hyper-local environments, sending the right messages to consumers at just the right time.

"We're very excited to bring our cookieless mobile targeting technology to the smart and talented people at VMM," said RUN CEO Seth Hittman. "VMM's people really understand the landscape and the technology, and know how to work across screens and devices with tremendous precision. We do a great deal of laptop business, but mobile is where a whole new set of opportunities are, and we're glad to go there with VMM."

Under the agreement, VMM will build upon its ability to deliver programmatic media across screens, reaching today's mobile, multiple-device consumer with the right messages at the right times and places. The two companies will also work to help bridge RUN's wealth of mobile and bid data with Varick's proprietary DMP and data processing and analytics practice.

The RUN agreement is only the most prominent of a number of moves Varick has made in recent months to reboot its mobile offering. Among the others:

  • Because Varick works with many mobile Demand-Side Platforms, or DSPs, it's able to offer multichannel and multiformat solutions. The RUN partnership, for example, thus becomes part of Varick's multimarketplace
  • Varick can target a consumer on multiple devices at various times of day -- taking advantage of the knowledge that people are more likely to be on their phones in the morning and tablets at night
  • It can apply data science to targeting parameters in order to optimize campaigns
  • Its formats span IAB Rising Stars, mobile video, standard banner placements and native advertising

"Varick Media Management has helped us succeed in an earlier mobile campaign, and has now sharpened its mobile offering with the latest technology," said Assembly CEO Martin Cass. "The partnership with RUN strengthens that offering even further. We look forward to running our next mobile campaign with VMM."

"Many advertisers have been frustrated that the mobile environment, which holds such promise for location-based targeting, has not offered a simple, reliable, privacy-friendly desktop-type cookie-based targeting alternative," said Varick Media Management's VP of Product Strategy, Jim Caruso. "RUN has helped solved the targeting problem without cookies, and we look forward to enabling our clients to benefit from RUN's skill."

This story appeared first in MediaPost.

About RUN

RUN is a leader in mobile-focused programmatic advertising technology. RUN currently offers a programmatic buying platform that empowers clients with self-serve or managed service capabilities, all backed by real-time, up-to-the-second analytics. Some of the unique features of the platform include RUN's proprietary mobile signature product, which enables cookie-less ad targeting and conversion tracking across all operating systems and devices. For more, visit http://www.runads.com/.

About Varick Media Management

Varick Media Management (VMM) launched in 2008 as the first data-driven trading desk for agencies and brands. VMM's skilled human capital leverages granular audience insights and real-time bidding through a multi-marketplace tech approach to drive outcomes across media channels, devices and formats.

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