Smaato enhances ad inventory with audience segment data from Factual's Geopulse Audience Solution
Factual, a location data platform, and Smaato, a global mobile real time bidding ad exchange and supply side platform, have announced a strategic partnership. Smaato will use Factual's Geopulse Audience solution to enhance mobile ad inventory in its real time bidding exchange, enabling advertisers to better reach their desired audience.
With the new partnership, advertisers can now target mobile campaigns against defined audience segments similar to those used in offline and traditional online advertising. 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 behavioural information such as business traveller, in-market auto buyer, and quick service restaurant diner.
To develop the audience segments, Geopulse Audience applies Factual's extensive location data along with its deep data engineering and machine learning expertise to the vast amount of location data running through Smaato's real time bidding exchange, called SMX.
Factual's location data includes its Global Places data, covering over 65 million local businesses and points of interest across 50 countries and additional contextual data about geographic areas. By combining Smaato's data with Factual's data, Geopulse Audience can better understand mobile user behaviour and use this understanding to develop audience segments.
'Mobile ad targeting has traditionally been a challenge, but by collaborating with Factual, we are giving advertisers an easier, more intuitive way to reach their target audience,' said Ragnar Kruse, Smaato CEO. 'Factual's Geopulse Audience solution, with its huge depository of data and deep understanding of user demographics, makes them an ideal partner to help advertisers improve engagement and boost campaign results.'
Added Gil Elbaz, founder and CEO of Factual: 'Location is inextricably intertwined with mobile, and a proper understanding of location can be incredibly powerful if used to deliver personalised content to mobile users. 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.'