MobFox partners with Factual to expand mobile location-data targeting features

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MobFox, the mobile monetisation daughter of media company Matomy, has just announced a partnering with location data firm Factual. MobFox will be implementing the Factual Geopulse Audience targeting capabilities to provide its DSP clients with more advanced targeting capabilities through location-based data in mobile campaigns.
Factual’s Geopulse Audience
The mobile ad platform has been working with 175 DSPs and 40,000+ registered publishers alongside mobile ad agencies. The partnership with Factual enables MobFox to reach increasingly more clients and execute their brand campaigns through specific targeting.
Kumaran Sambandam, VP MobFox Exchange, explains that the move positions the company to offer more accurate location data for cross-channel ad campaigns.
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“With the addition of user segments, advertisers and publishers will be able to identify, reach and engage users regardless of where they are, whilst spending their advertising budget efficiently.”

Matomy acquired MobFox in October 2014 to diversify its programmatic as well as mobile and video marketing offering.
Rob Jonas, SVP Revenue at Factual, adds:
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“Marketers increasingly understand the value of location data in their mobile marketing campaigns. According to recent research we conducted with the MMA, over 90% of marketers cited how critical location data is to their mobile strategy,” said Rob Jonas, SVP Revenue at Factual. “The same research showed that quality and transparency are the top two concerns marketers have with location data, so we’re excited to partner with MobFox, combining their global scale and quality with Factual’s precise and accurate location data to satisfy marketers’ needs in location and audience targeting.”