Source InMobi adsquare
Mobile advertising platform, InMobi, has partnered with adsquare, the mobile data exchange to create a complete suite of in-app audience targeting solutions for brand advertisers in Europe.
Marketers and brands can now access the enhanced InMobi global mobile consumer profiles which are enhanced through data sources such as TomTom, Mastercard and Acxiom for greater reach.
As part of the deal, the InMobi network and exchange now provides a richer set of audience insights as well as scale and granularity.
Amine Melouk, VP & GM, Brand Advertising, Europe at InMobi, explains:
“InMobi’s privacy-protective, first-party data provides brands an invaluable understanding of their consumers’ behaviour. The powerful blend of adsquare and InMobi user insights will take this intelligence to the next level, and continue to solve for our clients’ campaign goals.”
Through rich audience signals such as age, gender, household composition, location and other behavioural data across the two platforms, advertisers gain access to unique audience segments to enable brands to reach the right audience, maximising the value of a client’s media buying investments.
Ian Anderson, Principal Research Scientist, InMobi, says:
“From a data science perspective, machine learning models are only as good as the underlying data that supports them. This partnership builds on this key principle and the end result is a huge win for clients. InMobi has pioneered in creating data science led mobile-first strategies for brands. From utilizing data to target the right consumers to understanding their overall consumer journey, now having access to more signals will take our data science efforts to unprecedented levels.”