Smaato to Offer Mobile Audience Targeting Based on Factual’s Geo Data

Factual has announced yesterday an agreement with mobile advertising supply side platform Smaato.

the ad platform will use Factual Geopulse Audience solution to enhance mobile ad inventory in its RTB exchange, enabling advertisers to better reach their desired audience.

Advertisers will be able to target mobile campaigns against defined audience segments. “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,“ wrote Bill Michels, Factual’s vice president of Product and Partnerships in a blog post.

This deal with Smaato follows partnerships with Millennial Media (read here) and MoPub (read here). As mobile advertising platforms are increasingly looking for third party data, this market is becoming a hot opportunity for Factual to monetize its global POI database and various forms of analytics built upon it.

Wednesday, December 4th 2013

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