Madhouse Expands Programmatic Direct Buying Partnership with BlueFocus Mobile Internet

SHANGHAI, June 8, 2015 /PRNewswire/ -- Leading mobile ad platform company Madhouse announced its strategic partnership with BlueFocus Mobile Internet. The two companies will integrate their third party Hero App resources and expand programmatic direct buying business for brand advertisers.

Madhouse has already integrated with more than 40 Hero Apps through its programmatic direct buying (PDB) platform PremiumMad, including Kugou, Storm Player, The Bund, VIVA, Qingting FM and MM Bang.

As a programmatic direct buying platform focusing on demand side, PremiumMad provides precise audience buying for brand advertisers and agency partners over premium/Hero Apps only. Brand advertisers demand better brand safety as such shift focuses dominantly towards Hero Apps inventory while ensuring precise audience targeting.

Programmatic direct buying reduces the cost of manpower required from traditional buying. PremiumMad helps to boost the efficiency of campaign management and improve branding performance by reaching a broader premium audience in more effective ways

Premium Native is another advantage of PremiumMad. It enhances better immersion of audience with brand over the most organic ad formats within each Hero App.

BlueFocus Mobile Internet has already joined hands with a variety of third party Hero Apps, including Baidu Mobile, Didi Dache, Toutiao, ifeng News, LeTV, Meitu and Wantu. It provides high quality traffic and precise targeting solutions via its intelligent mobile marketing platform.

BlueFocus Mobile Internet will continue to work with Hero Apps that include broader categories across sectors such as dining, dressing, housing, communications, transportation and shopping, and will also form exclusive partnerships with some of the Hero Apps.

"We shared the same vision. This strategic partnership is an all-win for mobile premium publishers, agencies and brand advertisers," said Joshua Maa, Founder and CEO of Madhouse. "We will share both supply and demand side resources and build up a complete mobile advertising ecosystem."

Pan Fei, CEO of BlueFocus Mobile Internet also said, "Mobile advertising is going to embrace a great era and this is a once-in-a-life time opportunity for companies like us. Our goal in the mobile ad business is very clear: to become the absolute leader in the industry as fast as possible and go ahead in terms of scale, influence and data insight. Madhouse is a leading mobile ad platform company in China and India with great experience and resources. We believe that this partnership will add value to both of our portfolios and grow the business as a whole."

With this strategic partnership, Madhouse and BlueFocus Mobile Internet are further expanding their partnership with more Hero Apps together and enhance the programmatic-buying mobile ad ecosystem in China.

About Madhouse

Founded in Shanghai in 2006, Madhouse is a leading mobile advertising platform and service company. Focused exclusively on mobile marketing via data-driven programmatic buying, the company aims to optimize mobile advertising investment. Madhouse helps brand advertisers to engage target audience for brand awareness, and customer loyalty. It also provides solutions for mobile performance marketers to acquire high quality users globally. Madhouse expanded into India in 2012 and has become the largest mobile advertising company in the market. It has more than 240 employees in six offices across China and India.

SOURCE Madhouse

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