Mobile data’s exponential growth has meant that agencies, trading desks and advertisers have shifted budgets to address more and more customers via their most personal device – the smartphone. Nonetheless, recent reports from Nielsen, the global information, data, and measurement company, point out that mobile data lacks accuracy compared to online data. The analytics company recently communicated an average on-target rate of 40 percent (female) to 57 percent (male).

To tackle this challenge, we are thrilled to announce the addition of the Nielsen Digital Ad Ratings (DAR) Optimized Segments into our leading portfolio of targeting solutions, offering advertisers a new way to target demographic data that is significantly more accurate than other solutions on market.

Our new Nielsen DAR Optimized Segments enable advertisers to target demographic data such as age and gender with both high precision and scale. Basis for the audience segmentation is a mixture of first- and third-party data from multiple providers, validated against first-party data with a guaranteed accuracy for gender and age.

The first adsquare partner leveraging the ‘Nielsen DAR Optimized Segments’ is mobile advertising platform AdColony, formerly known as Opera Mediaworks. The company recently ran a campaign for a major brand in France. The campaign’s target audience reached an accuracy of 80.14% measured for gender and age combination vs. 26% benchmark for gender and ”narrow age range” by Nielsen DAR. This unprecedented result makes adsquare’s Nielsen DAR Optimized Segments three times more reliable than the general age and gender industry benchmarks established by Nielsen.

“Combined with the high quality, full-screen, opt-in video viewing experience our SDK facilitates, audience targeting done at this incredibly high level of accuracy offers the perfect 1:1 engagement opportunity for advertisers. The impact this has is very visible in outcomes such as engagement rates and brand recall uplift, so we are looking forward to further exploring outcome possibilities utilising these segments” says Tamsin Powell, Head of Strategy & Solutions, EMEA at AdColony.

Our CEO Tom said about the release: “Targeting based on location and mobile behavior is a great opportunity for brands, but most data providers lack either accuracy or scale when it comes to demographic data. As a leading mobile data exchange with access to a large set of data providers, adsquare finally solved this problem with our new ‘Nielsen DAR Optimized Segments’ which outperform industry benchmarks by more than 300 percent.“

The ‘Nielsen DAR Optimized Segments’ are available through our Audience Management Platform (AMP) in the US, UK, France and Germany, with more countries to follow.