As part of the partnership, Madhouse has licensed its MadPlatform mobile internet ad serving system to Far EasTone, which will enable targeting by carrier, handset brand, model, and pricing, among other criteria, and supports more advanced options such as targeting by geography, user demographics, payment plans, and other user data. By utilizing MadPlatform, Far EasTone will be able to create a mobile advertising network that will allow advertisers to more precisely target users, help publishers and developers monetize their ad inventory more effectively, and help users see more relevant mobile ads.
"Far EasTone is committed to driving innovation and excellence in mobile's ecosystem. Madhouse's MadPlatform will help us create a cross-operator mobile ad network in Taiwan and utilize advanced ad serving and inventory management capabilities to help monetize inventory on that network," said Roger Chen, Vice President, Product & Service Incubation & Enabling, of Far EasTone Telecommunications. "In addition to their technological platform, Madhouse's four years of experience in China and operational know-how have helped us ramp-up our mobile advertising operations much more quickly than would have been otherwise possible."
"Our strategic partnership with Far EasTone marks our first MadPlatform partnership outside of Mainland China and forms the cornerstone of our international strategy," said Joshua Maa, CEO and Founder of Madhouse Inc. "Far EasTone's adoption of our MadPlatform solution marks a potential new business for Madhouse, and we are glad to see the value of our ad serving technology, and mobile internet advertising in general, being recognized elsewhere in Asia."
Founded in 2006, Madhouse is headquartered in Shanghai and operates China's largest and most intelligent mobile ad network via an in-house mobile advertising platform. Madhouse helps efficiently serve targeted ads for advertisers throughout China and has partnered with numerous agencies to plan and implement groundbreaking mobile marketing campaigns.
About Far EasTone Telecommunications
Awarded GSM licenses in 1997, Far EasTone Telecom has grown into one of Taiwan's largest operators. Guided by its belief in being "innovative, trustworthy and responsive," Far EasTone brings customers' needs to a new level with its products and services. To stay competitive, Far EasTone established FEG Telecom Sector in 2008 to develop synergy and to provide integrated mobile communications, broadband, media and international services to the market and committed to expand its range of services to offer total solutions comprising mobile communications, information, entertainment and transactions.
About Madhouse Inc.
Madhouse is China's largest and most intelligent mobile advertising network and is headquartered in Shanghai with offices in Beijing and Guangzhou. The Madhouse team consists of more than 120 professionals. The company offers four key services:
MadServing(TM): An intelligent, fully-automated, in-house system that serves targeted ads to mobile media while providing detailed performance reports.
MadNetwork(TM): China's largest mobile advertising network, representing over 75% of total mobile internet traffic in China and covering major mobile media.
MadSolutions(TM): Innovative mobile marketing solutions and campaign management services such as interactive mobile messaging platforms and mobile website/app development that are tailored to maximize cross-media marketing effectiveness and consumer interaction. Wireless applications include Bluecasting and 2-D barcode technology.
MadPlatform(TM): Industry-leading mobile ad technology service platform empowers leading carriers and mobile device manufacturers.
Madhouse is privately held and venture funded by TDF Capital, Gobi Partners, and JAFCO Asia. Strategic investors include D2 Communications Inc. and Nokia Growth Partners.
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