Here are 4 questions to Tom Burgess Ceo of Thirdscreenmedia

Can you tell us more about your service ?
Since 2005, MADX (Mobile Ad eXchange) product suite links advertisers, publishers and carriers together on a common platform to increase the efficiency and time-to-market for the buying and selling of mobile advertising in WAP, video, MMS and downloadable applications. MADX goes beyond ad delivery by providing in-depth research, planning and publisher inventory management analytical tools, yielding the highest possible return on investment.

What is your business model ?
We license the MADX technology platform, including MADX|Agency, MADX|Publisher and MADX|Carrier on a subscription basis, based on transactional volume. The TSM|Network operates on a revenue share basis. In addition, we provide value-added strategic and campaign management professional services.

What are the projects, additional features you’re preparing ?
As the industry has grown, so too have the opportunities for all players involved.  Brands, publishers and carriers have moved past initial trials and have dedicated sizable budgets in support of their mobile initiatives.  Optimizing efficiency, effectiveness and ROI across all four mobile media types will be critical to the continued success of the industry.  Currently, the majority of mobile advertising consists of WAP (Wireless Application Protocol) campaigns.  Of late, the industry has started to see dynamic ad insertion into downloadable applications like games and productivity applications, while some advertisers are also beginning to roll out mobile video advertising campaigns.

Our MADX technology anticipated the consolidation of mobile media types into one interface and offers the functionality to take advantage of all mobile advertising opportunities across multiple mobile media types, including WAP, MMS, downloadable applications, video and idle screen.

What are the current users’ feedback, your learnings on the service’s usage ?
We have had the luxury of being a part of the mobile advertising industry from the very beginning.  As time has progressed we have been able to include the features and services that our clients need to conduct successful mobile advertising campaigns. 

Our services support the four different media types explained earlier, offer advanced targeting and research capabilities, and includes North America’s largest source of mobile advertising inventory.  User feedback about mobile advertising scaling to represent a significant percentage of the marketing mix includes the requirement for increasingly precise targeting, especially with regard to location, behaviour and cross-media (online and mobile) capabilities.