HeyStaks, the Irish search analytics start-up, has launched a new ‘intent-driven advertising’ product at the Mobile World Congress.
Essentially, the new product says it can see where people are and what they want once they are using their mobiles, and is then able to serve relevant ads to them.
HeyStaks has developed algorithms that allow mobile operators to build profiles of their customers i.e. who they are, what they like, where they are what they are likely to do next. HeyStaks calls these “community interest profiling and reputation algorithms”.
Mobile operators, who are currently losing out to free text messaging apps and free phone call apps like Viber, as well as the free messaging functions built into Facebook, Twitter et al, may find Heystaks’ new product interesting.
“Our aim is to make it possible for mobile operators to generate new revenues from the vast amounts of Web activity that they process on their networks every day and to recover the value that they are currently losing to over-the-top providers,” said Dr Maurice Coyle, co-founder and CEO, HeyStaks.
“HeyStaks knows who people are, what they like and what they’re doing right now, so advertisers can target ads that are relevant to a person’s contextual intent, at the exact moment they are most likely to convert to a paying customer,” added Coyle.