Smaato partners with adsquare to add more precise global audience targeting to mobile ad campaigns

Advertisers have long been looking to reach specific audiences on mobile. Now, mobile app advertising platform, Smaato, has made it easier to reach specific consumers by integrating mobile audience data from adsquare into its Smaato Demand Platform (SDX). Adsquare mobile audience data includes 12 markets – USA, UK, Germany, France, Italy, Spain, Denmark, Sweden, Norway, Finland, Austria and Switzerland.

Through the latest integration Smaato’s mobile-first DSPs and demand partners can tap into real-time audience targeting data to reach relevant audiences at the right mobile moment.

“Audience buying represents the future of mobile advertising, and Smaato is committed to empowering 450+ demand partners who transact daily on our exchange with more precise, reliable and efficient mobile targeting capabilities,” said Ragnar Kruse, CEO and co-founder of Smaato. “The scale and depth of adsquare’s data is a perfect complement to the Smaato exchange, and we look forward to collaborating with adsquare to pioneer new solutions that help advertisers more effectively reach over one billion mobile users worldwide using premium audience targeting based on location, real-time and historical behavior.”

Smaato already delivers up to 300 billion ad impressions to around one billion active mobile users globally each month. The adsquare integration with SDX is likely to enrich these transactions by adding personal interests, behaviours and purchase intent which are all targetable.

The company’s SDX is a self-service platform, which segments audiences based on interests e.g. moms in the US or foodies in the UK.

When an audience segment is selected, the advertiser can then create an SDX Open Deal, based on a Deal-ID item to target a select audiences. This adds an entirely new level of control for DSPs and agencies.

Tom Laband, CEO and co-founder at adsquare, says:

“The integration gives Smaato’s demand partners access to the adsquare data portfolio, comprised of audience data linked to mobile advertising IDs and local, contextual and app-contextual data. Activating such data through deals and private marketplaces is a great synergy, as it combines audience data with brand-safe inventory at scale while controlling data leakage.”