Targeting smartphone users based on their offline and mobile behaviour requires access to precise mobile data and mobile inventory at scale. The partnership between adsquare, the neutral mobile data exchange, and MoPub, one of the world’s largest mobile ad exchanges, offers exactly this.

For Meridith Miller, head of BD partnerships at MoPub, the cooperation is a strategic move that benefits both publishers and advertisers: „The connection between MoPub inventory and the audience insights from adsquare helps us offer increased value to our publishers’ ad requests. On the other side, advertisers now have additional targeting options rooted in mobile first data. This further strengthens the power of mobile programmatic advertising as the first choice for consumer interactions.“

MoPub, acquired by Twitter in 2013, is one of the mobile programmatic pioneers and industry leaders. MoPub’s ad server and marketplace helps publishers manage and monetize their mobile ad inventory. They provide connections to thousands of advertisers through the Marketplace which also gives advertisers access to billions of mobile ad impression around the globe.

„We are really happy about this major partnership with MoPub. In the age of audience targeting, the demand for mobile in-app inventory is higher than ever before. As a leading supply side platform, MoPub offers access to high quality mobile inventory at a global scale.“ says adsquare CEO and Co-Founder Tom Laband.

The enrichment of inventory with local context data, demographics and interests leads to measurable higher eCPMs. “Depending on the supply source and the applied data, we have seen uplifts of up to 400%” comments Tom Laband.

The vast data portfolio of adsquare goes beyond location data and includes detailed information about households, purchases, socio demographics and app usage, including data providers such as Acxiom, Mastercard and TomTom. Thanks to advances modeling capabilities, data points from different sources can be combined to build holistic audience segments.