Smaato, the leading global mobile Real-Time Bidding ad exchange (SMX) and Supply Side Platform, has formed a strategic partnership with Factual, the leading location data platform, to leverage Factual’s Geopulse Audience solution in order to enhance mobile ad inventory in its RTB exchange, enabling advertisers to better reach their desired audience. Advertisers also can now target mobile campaigns against defined audience segments similar to those used in offline and traditional online advertising. According to Smaato, over 40 segments will be made available at launch with more being added over time. Example demographic data offered includes household income, gender, and age, as well as geographic information like zip code, and behavioral information such as business traveler, in-market auto buyer, and quick service restaurant diner.
"Location is inextricably intertwined with mobile, and a proper understanding of location can be incredibly powerful if used to deliver personalized content to mobile users,” said Gil Elbaz, founder and CEO of Factual. “Smaato has established itself as a mobile leader with a strong history of innovation, and we’re excited to help them use location to create more value for their publishers, DSPs, and advertisers.” Read More Factual And Smaato Partner To Improve Mobile Ad Targeting With Rich Contextual Information
