Mobile Advertising firm Airpush and Afilias announced today that DeviceAtlas is now powering device detection and targeting on its advertising network for Android and iOS apps. Airpush's platform enables developers to monetize their apps by connecting them with advertisers who want to reach their target audiences via native apps. DeviceAtlas will be used to identify exactly which devices are requesting ads from the network for targeting and reporting purposes.

Airpush uses detailed data on mobile devices as part of their granular targeting capabilities, and to maximize fill rates on behalf of app developers using their network. DeviceAtlas provides extremely high-performance device lookups and is capable of detecting millions of devices in real time via its APIs. All device information is compliant with the OpenRTB standard.

According to Cameron V. Peebles, Chief Marketing Officer at Airpush, "DeviceAtlas is the market leader when it comes to device detection. We are confident that the speed, accuracy and currency of device data will add value for both our developer and advertiser community."

Airpush has established a global network with over 150,000 apps and offer many innovative ad formats that integrate with apps developed on Android and iOS.

Martin Clancy, Head of Marketing for Afilias' mobile and web technology division said, "We are delighted to partner with Airpush, a leader in innovative advertising solutions for the mobile environment. We are confident that DeviceAtlas' speed and accuracy will deliver significant value to Airpush's advertising business."

DeviceAtlas, produced by Afilias, is widely used by major players in the web, advertising, analytics and telco environments to incorporate device awareness into their solutions.