Cinarra’s New Mediation Platform Unites Mobile Operator and Internet Advertising Industries to Create a New Business Model
With SoftBank as first operator partner, Cinarra unveils an industry first platform which enables mobile operators to participate in the Internet advertising economy
SANTA CLARA, CA – July 29, 2015 – Cinarra Systems today unveiled the first and only industry mediation platform which bridges mobile operators with the mobile advertising ecosystem. Cinarra’s Carrier Mobile Analytics Platform (CMAP) and Advertising Mediation Platform (AMP) reduce the complexity of bringing these very different environments together, creating new opportunities for operators, advertisers and consumers. The announcement comes two weeks after Cinarra’s $20M Series B funding round, led by SoftBank Corp. (“SoftBank”), the Japan-based telecom subsidiary of SoftBank Group Corp. SoftBank is Cinarra’s first operator partner, though the platform will be open to other mobile operators, as well as advertisers, in Japan and globally.
The global mobile advertising market is predicted to grow from $18 billion in 2014 to $42 billion by 2017. However, to date advertising effectiveness has been limited by the inability to tap into the extensive real-time data that consumers generate through their 24/7, on-the-go use of mobile devices. Relying on outdated desktop-based methods, advertisers have been dependent on data that has not offered the whole picture, limiting mobile ad effectiveness and performance. At the same time, mobile operators have faced business and technological barriers to monetizing their rich data assets through participation in the advertising market.
“We are moving into a new age of mobile advertising, where, for the first time, we understand the real lives of mobile subscribers and can bring them truly relevant content. This new model creates an interface that connects the telecom and Internet advertising industries, uniting them into one mutually beneficial ecosystem,” said Alex Zinin, co-founder and CEO of Cinarra. “Consumers moved their attention from desktop to mobile devices a long time ago; however, the advertising industry was not ready to shift as quickly. Cinarra’s technology enables a completely new mobile advertising paradigm, opening new opportunities for network operators and advertisers to take part in the new mobile Internet economy.”
Cinarra’s carrier analytics solution delivers deep, real-life intelligence, while protecting subscribers’ privacy across networks using privacy principles created by a team of in-house experts. By eliminating the complexities of uniting two very different environments, Cinarra’s mediation platform allows mobile operators to participate in the mobile advertising ecosystem, while simultaneously providing advertisers with new, real-life intelligence-based targeting, analytics and attribution capabilities for more efficient and effective campaigns at a scale not possible until now. With Cinarra, ad recommendations are based on consumers’ interests and anonymized real-time location, reducing ad spam and making it possible for all parties to tailor their messages for consumers that are timely and relevant.
- Advertising Mediation Platform (AMP): The cloud-based AMP integrates with mobile advertising exchanges and networks on one side, and mobile operators on the other. Through its architecture, AMP fronts the protocol integration with numerous advertising platforms, including real-time bidding-enabled ad exchanges, making it possible for mobile operators to participate in the advertising ecosystem with minimal upfront investments. This operator demand side platform (DSP) enables advertisers to create campaigns, specify targeting strategies, as well as providing in-depth advertising campaign performance reports.
- Carrier Mobile Analytics Platform (CMAP): This software platform resides in mobile operators’ networks and serves as the primary analytical engine, carrier data management (cDMP) and audience targeting platform. It is capable of processing streaming updates from millions of subscribers in real time, and integrates with Cinarra’s AMP through Cinarra’s unique Real-Time Recommendation (RTR) technology. The platform scales horizontally to process billions of recommendation requests per month, and builds extensive insights about subscribers based on their real world behavior, allowing for effective mobile ad targeting. The platform’s privacy-by-design architecture accommodates the stringent data protection and privacy regulations within the telecom and advertising industries, as well as current industry practices.
Cinarra’s new solution includes the following platforms:
Cinarra’s Real-Time Recommendation (RTR) technology binds the cloud-based AMP functionality together with the operator-managed CMAP in a manner that enables rapid deployment of data analytics and mobile advertising services while preserving consumer privacy. Together, Cinarra’s integrated platforms provide new targeting, insights and real life mobile advertising attribution capabilities for advertisers.
To learn how you can tap into the new mobile Internet economy, contact Cinarra today.
About Cinarra Systems
Addressing the changing needs of an increasingly mobile society, Cinarra Systems’ technology enables a more prosperous and secure mobile Internet economy, benefiting mobile operators, advertisers and consumers. By uniting mobile operators and their unique, ‘always on’ data assets with the advertising ecosystem, Cinarra’s platform makes it possible for advertisers to create relevant and efficient mobile advertising campaigns today, and creates a new foundation to support consumers’ mobile lifestyle going forward. Cinarra has offices in Silicon Valley, Kazan, Russia, and Tokyo, Japan. Investors in Cinarra include SoftBank Corp., Almaz Capital, Cisco Investments and Siguler Guff & Company.
The opportunity in helping wireless operators parse through hoards of big-data (and make money on it) is attracting a rash of startups, each armed with fresh funding and claiming a unique value proposition.
The latest is Cinarra Systems, which announced a $4.5 million series A round of funding Thursday. The one-year-old company is not offering many details on its product plans, but it says its goal is to act as a mediator between operators and over-the-top (OTT) apps, bringing network intelligence to OTTs to improve their services.
The fast-growing mobile advertising and location analytics company has moved to a larger facility to support employee expansions and global product demand.
Santa Clara 2015. Interview with Cinarra Vice President of Business Operations Larry Chao.