(www.gawkwire.com) – SITO Mobile Ltd. (OTCQB:SITO), a leading mobile engagement platform provider, announced today that it has upgraded its mobile ad platform to the new OpenRTB 2.3 ad spec and has become the first Millennial Media, Inc. (MM) partner to accept Deal ID. Deal ID is a unique targeting capability that enables buyers such as SITO Mobile to easily identify inventory specially curated for high performance, unique demographics, content categories and more. SITO Mobile looks to use this new targeting feature to enhance brand safety parameters and increase inventory performance for campaigns that have a particular event focus (such as Mother’s Day).  The upgrade also enables SITO to address specific verticals such as Health and Beauty, to expand the reach and performance for advertisers with concerns around inventory availability and quality ad traffic.

Jerry Hug, CEO of SITO Mobile, noted, “This upgrade is consistent with our vision to continually integrate leading edge technology in order to offer the latest advantages on our platform. The heart of the Company’s business is to help brands and retailers build one-to-one relationships with consumers and Deal ID will be crucial to this goal.  It will allow us to focus our bidding to environments with premium and relevant inventory, increasing our performance and allowing us to have unified pricing among selected verticals and prioritized inventory at bulk.”

Jon Lowen, EVP, Operations & Product Development added, “Deal IDs, and the private marketplaces (PMPs) they power, are delivering the next level of efficiency, control and targeting for buyers and the advertisers they represent.  Delivering inventory via a Deal ID or setting up a PMP provides SITO Mobile the opportunity to obtain first-look advantage to highly desirable impressions and to gain access to additional data or inventory not available in the open exchange.”

About SITO Mobile Ltd.

SITO Mobile provides a mobile engagement platform that enables brands to increase awareness, loyalty, and ultimately sales. For more information visit www.sitomobile.com

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