MediaBrix Rebrands As Receptiv, Zeroes In On Data-Driven In-App Mobile Video With Human Experience At Its Core

Following a landmark year for the in-app mobile video ad platform, MediaBrix announced today it has rebranded as Receptiv, including its new product suite: Receptiv Video Marketplace for programmatic buying and Receptiv Solutions for managed services. Now with exclusive partners, programmatic demand will be headed up by new Vice President of Programmatic Sales Derek Weingarten, formerly of OwnerIQ. Receptiv's third-generation product suite now accommodates IAB standard units, across both divisions. The company also announced the launch of Motiv, its first-party data management platform (DMP), built on billions of mobile data points across more than 1,300 premium apps and 150 million DeviceIDs.

"As we continue to lead the industry with mobile ad innovation, our North Star has always been to create the most receptive ad experiences for users, something sorely lacking in our industry. Our data and insights around user experience have grown much more sophisticated, and as a result, our company identity and offerings have become more refined and differentiated," said Ari Brandt, CEO and co-founder of Receptiv. "We've harnessed our first-party data for advanced mobile audience intelligence and precise targeting to create the most scalable, contextually relevant ads for today's consumers -- who prefer to have brands add value to their app experience, rather than detract from it."

Receptiv's Product Suite: Buyer Channel Agnostic & KPI-Driven

Receptiv is offering brands more reach and control over key performance indicators (KPIs) than ever with its new product suite, featuring 100 percent direct-to-developer supply via a software development kit (SDK) that is 100 percent viewable and human (measured by Moat & Integral Ad Science), and 100 percent Video Player-Ad Interface Definition (VPAID) enabled. The video products are also IAB standard, and can be purchased as skippable or non-skippable and rewarded or non-rewarded placements. All products are deployed during emotional moments and appear naturally in context within the app environment, with an interface designed to maximize user engagement.

Receptiv Video Marketplace (programmatic) offers verified app inventory from its premium platform exclusively available through The Trade Desk demand-side platform and SpotX's supply-side programmatic and ad serving technology. The marketplace features more than 500 apps new to the programmatic space, providing brands with video inventory previously not accessible in programmatic environments. Receptiv Video Marketplace empowers brands to launch large-format mobile video campaigns using Receptiv's dynamic ad container, the first in the industry able to automatically contextualize ads with native design elements. Receptiv is working with leading video inventory management platform SpotX to make Receptiv Video inventory available within private marketplaces and deal-IDs. 

Receptiv Solutions (managed services) offers an expanded product suite including large-format, immersive video and rich media format options such as vertical video, Motiv Insights Survey, 360-degree experiences, multi-video selectors, sound/haptics, scalable integrations, and more. All options support large-scale campaigns to achieve critical KPIs according to the brand's priorities. Brands also have access to premium targeting via the Receptiv DMP, Motiv. Additionally, Receptiv can work with its roster of partners to verify engagement with third-party measurement companies such as Nielsen-owned Vizu. 

"As in-app mobile video becomes increasingly desirable for our brands, we're looking for both scale and quality engagement," says Amanda Zaky, senior manager, digital media at MARS CHOCOLATE US. "Receptiv is uniquely able to deliver both, with their deep platform of premium apps and deep insights into mobile user receptivity. They allow our brands to truly connect with mobile users during key moments and build relationships while driving impact."

Receptiv's Motiv: First-Party DMP with an Unmatched Data Set  

Receptiv introduces Motiv: a new mobile-first DMP with unparalleled, custom first-party segments and advanced audience insights. Motiv leverages proprietary in-app behavioral analytics and advanced machine learning models based on more than 150 million mobile devices. Motiv uses predictive modeling algorithms to turn 80+ terabytes of raw, disparate data into targetable and actionable audience segments, powering the next generation of intelligent mobile advertising. 

Receptiv collects device-specific behavioral, performance and psychographic data through its SDK integration with more than 1,300 premium apps across utility, messaging, fitness, and other categories. Motiv offers  more than 90 percent accuracy on key demographic indicators, more than two times more accurate than third-party mobile data that relies on inadequate cookie-based and IP targeting, according to Nielsen benchmarks. Further, Motiv's human focus provides marketers with curated audiences that outperform in every category. Motiv's predictive modeling is powered by first-party data enhanced with trusted data sources including official U.S. government data from the Census Bureau, Bureau of Labor Statistics, and Social Security Administration to further improve accuracy.

"Receptiv stands out in the mobile advertising landscape because they put the human experience first -- which ultimately benefits our brands' KPIs," said Lauren Jacobson, director of communications design at Initiative. "Receptiv has sophisticated insights on mobile users that we aren't seeing elsewhere, and they're able to target not only the customer profiles we want, but also key moments when mobile users will be receptive to our ads."

2016 a Milestone Year for Receptiv

Six years into its mission to put human experience at the center of digital advertising, Receptiv's advanced audience intelligence on consumer in-app mobile behavior and performance fuels a high-impact, emotionally charged product suite and offers brands an unmatched way to connect brands to receptive audiences with precision.

2016 proved a milestone year for the company leading into its rebrand. In addition to generating more than $100 million in cumulative revenue, Receptiv attained profitability during the year according to EBITDA measures. The company also expanded its Canada and Detroit locations, and added Richard Kosinski as its first president and global chief revenue officer to further accelerate growth. Also in 2016, Receptiv launched the Brand Receptivity Labs, a groundbreaking neuroscience study with partners True Impact and Neurons Inc., helping marketers understand how users react to and engage with in-app mobile video ads.

"Over the years, we've seen MediaBrix deliver on its promise of human-centered advertising and grow steadily because of it, emerging as a market leader for in-app mobile video," said Ryan Ziegler, General Partner of Edison Partners. "While its technology and team have always been ahead of the curve, there is greater market demand than ever for what Receptiv now offers, and this evolution in company identity reflects that. As an investor and a partner in the brand, we look forward to its continued growth."

About Receptiv

Receptiv is the only in-app mobile video ad platform connecting brands to receptive users during meaningful moments to increase ad performance by 300 percent. Receptiv combines emotional targeting with precise audience intelligence via Motiv, its first-party data management platform built on insights from 150 million DeviceIDs. Founded as MediaBrix in 2011 and named an Adweek Top Mobile Innovator, Receptiv puts human experience at the center of digital advertising, available via both programmatic and managed service to create contextualized brand engagements during 500 million key moments every month, across more than 1,300 premium apps. Backed by investors including Edison Partners and Revel Partners, Receptiv delivers measurable value for the world's leading brands, including Mars, Coca-Cola, Sprint, BMW, Microsoft, Wal-Mart, Merck, and 20th Century Fox. To learn more, visit www.receptiv.com.

Industry Announcements's article first appeared on OnlineVideo.net