Metamarkets adds mobile location data from Factual to its programmatic ads platform
Metamarkets, a provider of programmatic data, has joined forces with Factual, a company which provides location-based audience data. The plan is for Factual’s Geopulse Platform to be integrated into Metamarkets analytical platform, so developers and publishers can access real-time ad inventories and review campaign performance, both of which have been enhanced by Factual’s geo-location and audience-level data.
Bill Michels, SVP of product and partnership at Factual, said:
“This partnership between Factual and Metamarkets provides marketers and buyers a focused lens into campaign reach as well as the compositional makeup of users that can be found across multiple major supply sources. By adding Factual’s audience insights, which are based on interactions with the physical world, to Metamarkets exceptional platform, we can provide a very novel and powerful mobile ad solution.”
Mike Driscoll, co-founder and CEO at Metamarkets, added:
“Mobile is the fastest growing segment of programmatic advertising. A big part of that growth is from the revolution in location-based marketing pioneered by companies like Factual. By pairing Factual’s rich location and audience data with real-time market intelligence, we hope to give our clients unprecedented visibility into mobile audiences and to help them find the most production ways to reach them.”
Metamarkets works with some of the big names in programmatic advertising, including MoPub, Flurry, Smaato, and Millennial Media. Factual’s Global Places data covers 65 million local businesses across 50 countries, and last year, its location-analytics became part of Adelphic’s platform. The Metamarkets/Factual partnership is non-exclusive, enabling both companies to continue making these deals across the industry.