Mo’jiva » mobilegroove

This first in a series of exclusive interviews with mobile ad networks, profiles JumpTap and details what today's announcement means for advertisers, publishers and market rivals. Look for more interviews/podcasts with ad networks you need to know better including Greystripe (CEO Michael Chang tells how his company made the move from advertising enable to ad network); Mojiva (CEO Dave Gwozdz walks us through a new white-label platform for publishers), and itsmy.com (CEO Vince Staybl talks about targeting options in itsmy.biz, the mobile social network's ad network). If you are an ad network with a story to tell, then contact me directly or arrange a briefing with Andrea Henninge (andrea@msearchgroove.com). On the heels of JumpTap's announcement of tapMatch, its pay-per-click (PPC) performance mobile ad marketplace, I can finally post this exclusive Q&A with Paran Johar, JumpTap CMO. During the pre-briefing we went through the nuts and bolts of the offer (unlike Google, which offers keyword bidding and MCN - a provider of mobile search management, search merchandising, and PPC content promotion solutions offering category bidding- Jumptap offers both), and took a closer look at how the search technology potentially maximizes performance by delivering contextually relevant advertising. Q: Let's start with the landscape. When I read the draft press release I thought it competes with Google at one level and MCN at another. What is the differentiation?

After conducting in-depth analysis into the campaigns I ran using three ad networks (Google, Decktrade, and Mo’Jiva), this is the unexpected yet inevitable conclusion I reach. Google gets high marks in my book for relevancy (geographical targeting, for example), and other ad networks would do well to borrow a page from Google’s modus operandi.

Regular readers may recall that my mobile advertising white paper (Mobile advertising for newbies) documented how I (together with my es…