Ahead-of-Schedule Technical Integration Between AdCel and engage:BDR

Seven months ago Engage: BDR (ASX: EN1) acquired AdCel, and AdCel was scheduled to accomplish technical integration with EN1’s platform in Q2. The technical integration between the two companies has been accomplished ahead of the stated schedule. EN1 has made an announcement to this effect.

The company’s announcement stated that AdCel has demonstrated its capability to connect with the publishers in an additional way through the deployment of a new software development kit (i.e., SDK). In particular, SDK utilizes AdCel’s TRUTH technology to eliminate invalid traffic and grow verified inventory while providing publishers with incremental revenue and access to thousands of campaigns.

The management of EN1 expects this new technology to aid revenue contribution, incremental customer adoption, and higher efficiency. AdCel has developed a proprietary SDK that allows direct integration with publishers who otherwise cannot connect with EN1’s programmatic demand, due to technological limitations as per the company’s management. This SDK technology is compatible with iOS and Android. The management also highlighted that this SDK could be integrated into 99% of modern apps in combination with unity3d, cocos2dx, Marmalade, Adobe Air, etc.

The key Features of AdCel’s Software Development Kit:

  • AdCel’s SDK integration allows publishers to connect their users with smart logic which removes auto-redirects and accidental clicks.
  • Publisher control- Lets publishers to track all the ads, in-turn helping the publisher to flag ad quality issues to their buyers.
  • Super-lightweight in size, ability to accommodate display, rich media, and video formats and support for older OS versions.

The EN1’s press release also highlighted the features of TRUTH Technology. The AdCel’s Software Development Kit technology is synced with their TRUTH Marketplace.

In a separate announcement on 4th October 2018, the company had informed that Truth Technology has been evolved into TRUTH Marketplace, which helps to eliminate ad fraud within Adcel’s inventory by verifying that all traffic is real through its user verification SDK. The software helps to eradicate the ad scam. Fraudulent actors know that countries like the US have high-paying ad markets, where impressions are likely to be of higher value. The fraud involves, the spoofers faking ad requests, claiming that they are from the United States, while they could be from any country. TRUTH detects this and eliminates these spoofers, and then allots the valid users for buyers to target. Adcel’s proprietary technology monitors allow for easy detection of anomalies. Also, it provides real-time block lists which helps to prevent fraudulent actors from engaging in the ad bidding process.

The company hence believes that this move brings together the positives of AdCel’s publisher engagement and TRUTH Marketplace technology towards an effort to minimise ad fraud write-offs and have an enhanced base when it comes to contributing publishers. In turn, the company expects to have an increased revenue from the collaborative move.

In its concluding comments, the management stated that several of AdCel’s 40 plus buyer customers had started the integration process in Q3 of 2018.

Stock Information:

The stock has dropped by 68.18%, 52.27%, and 25%, in the past six months, three months and, one month respectively. The stock price has been in a downward trend in the recent past.

The shares of EN1 closed on 4th March 2018 at A$0.022, i.e., up by 4.762% on ASX.

Engage:BDR (ASX: EN1) has a market capitalization of A$7.26 million. The Stock has noted the 52-week low price of A$ 0.012 and the 52-week high price of A$0.190. The company has a negative EPS of A$ 0.020.


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