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Factual and Smaato Partner to Improve Mobile Ad Targeting With Rich Contextual Information

Press Release   •   Dec 04, 2013 09:45 SGT

Factual Inc., a leading location data platform and Smaato, the leading global mobile RTB ad exchange, have announced today their partnership which will involve audience segment data produced by Factual’s Geopulse Audience solution to be leveraged by Smaato in order to enhance mobile ad inventory in its RTB exchange, enabling advertisers to better reach their desired audience.

Advertisers can now target mobile campaigns against defined audience segments, similar to those used in offline and traditional online advertising where more than 40 segments will be made available at launch. Examples of demographic data offered includes:

  • Household income
  • Gender
  • Age
  • Geographic info such as zip code
  • Behavioral info such as business traveller, in-market auto buyer and quick service restaurant diner

Publishers running ad inventory through Smaato will benefit from the increase in the value of their ad inventory driven by the audience segments as well as from the increase in relevance of the ads seen by their users. Currently, advertisers can begin running campaigns against the Demand Side Platform segments, a system that allows buyers of digital advertising inventory to manage multiple ad and data exchange accounts through one interface and Smaato will rapidly expand to additional DSPs in the coming weeks.

Quotes:

  • Ragnar Kruse, Smaato CEO, says “Mobile ad targeting has traditionally been a challenge, but by collaborating with Factual, we are giving advertisers an easier, more intuitive way to reach their target audience.” 
  • Gil Elbaz, founder and CEO of Factual, mentions “Smaato has established itself as a mobile leader with a strong history of innovation, and we’re excited to help them use location to create more value for their publishers, DSPs, and advertisers.”

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About Smaato

Smaato is the leading global mobile RTB ad exchange(SMX) helping mobile app developers and publishers increase ad revenues worldwide. As an industry pioneer and leader, Smaato operates the leading mobile RTB ad exchange and Supply Side Platform across 76,000+ mobile app developers and mobile publishers. On demand side Smaato globally connects 90+ Ad Networks and 100+ DSPs.

Smaato is an initial member of the OpenRTB Mobile subcommittee and an active member of the Mobile Marketing Association, Mobile Entertainment Forum (MEF), Singapore Infocomm Industry (SITF), Singapore IT Federation and the German Digital Media Association BVDW. Smaato received a Top 100 Private Company Award by AlwaysOn Media (2013, 2012, 2011, 2009 & 2007), is one of the AlwaysOn Global 250 winners in the Mobile category (2013, 2012 & 2011) and was named a “company to watch in 2010″ by Financial Analyst Company GP Bullhound.

Smaato’s global headquarters are in San Francisco, California. The privately held company was founded in 2005 by an experienced International management team. Smaato’s European office is in Hamburg, Germany and the APAC office is in Singapore.

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