The deal is in line with the company’s European expansion plans and follows news of its extension of European operations in early 2017.
As the mobile ad market in Europe is getting ready to reach $40 billion in ad spending by 2018, the Adform partnership will enable advertisers to tap Factual’s standard audience and custom segments.
Jurjen De Wal, Product Director Mobile Solutions, Adform, explains that campaigns are now considering reliable location data an essential feature of their success.
“To this end, we’re excited to partner with Factual to make their location data easily accessible through our platform. Combining high quality location data with an extensive reach across Europe will give our buyers the tools to build stronger audience insights and targeting capabilities to better drive their digital marketing efforts.”
In addition, the partnership will explore a demand side platform integration which would make access for buyers more seamless and see location audience segments deployed through the Factual Geopulse site. After all, Factual Places data now reaches 22 countries and more than 45 million places, comprising 100 million local business listing.
Adform is a private and independent ad tech company with offices in 18 countries. It has over 750 employees globally with presences in Europe, North America, MENA and APAC.