Independent ad network, InMobi, has expanded its partnership with location-data software provider, Factual, to include the company’s location-based audience data within private marketplace environments on the InMobi Exchange. The move signifies the growing trend of private marketplaces in data-based advertising.
Factual helps developers built location databases
Private marketplaces (PMP) enable media buyers to purchase premium inventory as well as audiences through programmatic channels. This ensures access to clean data, automated efficiency, frequency control, accurate measurement, precise audience targeting, brand safety as well as transparency of the purchase. PMPs are forecast to become a $8.6bn industry this year.
Increasing control for the buyer adds value. Factual explains:
“Let’s say a major CPG brand would like to run targeted advertising against an audience such as NFL enthusiast for the release of a new snack food leading up to and during the Super Bowl. If the brand was to buy through a PMP, their DSP would have priority to bid on a curated set of impressions tagged for NFL enthusiasts. Without a PMP, the brand’s DSP would have to filter through the entirety of the bid stream to locate this very niche audience. This is one example of how a PMP can provide precision targeting and brand safety in an automated environment.”
Factual inked the original partnership with InMobi in August 2014 to provide improved better geo-targeting capabilities for its mobile advertising clients.