Voltari Corporation announced the formation of Emporia, the first independent and transparent mobile channel for the purchase and sale of premium publisher inventory by a select group of advertisers. Emporia participants will also include specialized data providers and the premiere hosts of rich media and video ad units. Emporia was developed in response to the largely ineffective and costly ecosystem of service and technology providers that substantially reduce publishers' share of the advertising spend while limiting the value that agencies provide to advertisers.

Emporia will make use of Voltari's proprietary technology, which determines each user's real-time engagement propensity across industry verticals. Voltari is working with the most respected specialized data providers to create unique behaviorally relevant vertical data sets for exclusive use on the Emporia platform and to formulate corresponding Audience Shortcuts. Emporia will offer an intuitive self-service interface that will allow advertising agencies and their trading desks to activate users defined by Audience Shortcuts at the time, and only at the time, those users are available and predicted to engage with the advertiser's content.