Mobile advertising platform Mobfox has launched a product that integrates audience data with its Supply Side Platform (SSP) and allows DSPs access to location data that is sourced by location data provider Factual. The data also includes an integration with mobile exchange adsquare.
As mobile now drives the majority of digital ad spending in the US, advertisers are trying to focus on more segmented audience targeting, Tom Laband, Co-Founder & CEO of adsquare, explains.
“By partnering with a global leader such as Mobfox and for the first time offering our data through a single integration with the Mobfox SSP, we’re able to provide clients with access to better data on a larger scale in a more efficient manner.”
That means, DSPs on Mobfox are able to benefit from quality inventory as well as relevant audience data from Factual and adsquare to offer them a more segmented audience data and improved insights into audience behaviours.
Kumaran Sambandam, VP Mobfox Exchange, said:
“Mobfox is excited to partner with these data companies and be the first to allow access to audience data to DSPs directly on our platform. We are constantly looking for ways to provide advertisers with more segmented data that allows them to run more targeted, effective, and successful campaigns. Hosting the data directly on our platform means we are saving the DSPs a secondary integration and effectively reducing latency, possible errors, and data leakage.”
Mobfox, which provides mobile programmatic solutions as well as a SSP, is working with more than 175 DSPs as well as 40,000 registered publishers and mobile ad firms. In January, the company partnered with Factual to extend its mobile geo targeting capabilities and double down on better audience targeting.
Rob Jonas, SVP of Revenue of Factual, adds:
“Factual’s mission is to make trusted location data accessible to advertisers around the world. This partnership with Mobfox will enable DSPs to tap into Factual data, greatly benefiting advertisers by making high quality location intelligence more easily accessible and ultimately creating more effective targeting and audience segmentation.”