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Bango adds analytics support for BlackBerry Advertising Service

Bango adds analytics support for BlackBerry Advertising Service
Given RIM's BlackBerry Advertising Service is itself a tool that taps up thirdparty ad platforms, it's no surprise to see existing players readily offering support.

One such firm is Bango, which already provides operator billing for the BlackBerry App World with 40 carriers.

Bango confirms it plans to make its measurement and analytics tools available for those signed up to the BlackBerry platform.

Opportunity for all

"Customers using the new BlackBerry Advertising Service can capture independent measurement across all campaigns for BlackBerry applications through Bango's unique mobile analytics technology," the firm said in a statement.

"Bango Analytics enables mobile marketers using the BlackBerry Advertising Service to track activity across every user connection, including mobile web, Internet and wi-fi.

"The technology tracks all events across mobile applications that use the ad service as well all web pages and other marketing channels."

Bango's strength, in the firm's own view, is its ability to deliver analytics in real time.

As a result, advertisers can adjust their campaigns as they go, with ad impression and click-through data both advising them as to how their ads are doing.

Bango on BlackBerry

But, though Bango has previously played up the effectiveness of BlackBerry as a tool for advertising, it's RIM's decision not to close off its new advertising service that won the company over.

"The open approach adopted on the BlackBerry Advertising Service is a key differentiator," said Bango CEO Ray Anderson.

"Rather than dictating a fixed set of closed mobile marketing tools, RIM is showing its marketing reach and power by enabling leading ad networks and analytics solutions, like Bango Analytics, to deliver accurate and independent results for their developers, building trust in the platform."

Back in August, Bango estimated BlackBerry handsets had accounted for more than a third of all mobile web traffic in the US in Q2 2010 - a 20 percent volume increase on the previous quarter.

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.

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