Ad tech company RadiumOne has launched a new mobile app management solution, allowing marketers to capture in-app user engagement and identify target consumers in the quickest possible time.

The software-as-a-service (SaaS) solution, called Connect, is being launch in the UK today as part of the IAB’s Digital Upfronts series of events.

RadiumOne will reveal that mobile brand O2 has become the first advertiser to use Connect, which combines mobile app marketing functions such as analytics, geo-location and push notifications.

Dan Michelson, innovation and capability lead at O2: “This is great for tying together user analytics, geo-fencing, and push notifications for the MyO2 mobile app in one UI, and eliminating the tangle of multiple SDKs and data sets.

“The option to use all this data instantly for mobile user acquisition and re-engagement campaigns makes Connect a strong proposition for us. I consider Connect an important part of our digital armoury now and moving forward.”

“Consumer attention has a shelf life – intelligence can go from valuable to useless in a matter of hours,” added Bob Hall, senior vice president of business development at RadiumOne.

“Whether it’s related to the in-app experience or a mobile ad campaign, time is of the essence. Data must be aggregated, processed and fed into a programmatic ad platform as quickly as possible to reach users with personalised messages while they’re in the right mindset.”