Mira has developed a platform that tailors Digital Out-of-Home content to anonymous mobile audiences nearby. This enables the media owners to make more money from their existing ad inventory, while app developers get paid when their users trigger targeted impressions on external screens.
At the core of their platform are anonymous consumer profiles called “Behavioral Genotypes”. By classifying user activity into category of interest and compressing that into an easily parseable string encoding, the platform identifies an audience based on interests, not individuals.
Mira’s vision is to enable the ads we interact with and walk past everyday to change seamlessly based on the anonymous audience immediately present.