Integration Enables Increased Accuracy and Relevancy of Ads via Robust Third-Party Data for Mobile Programmatic Campaigns
WALTHAM, Mass – Adelphic, the leading mobile and cross-channel demand side platform (DSP), announced a partnership with adsquare, the Audience Management Platform (AMP) for mobile programmatic advertising, that will enable agencies and trading desks to leverage a new source of reliable mobile audience data for the European market.
Adelphic customers can activate audiences, created via adsquare’s AMP based on location, household, purchase, sociodemographic and app usage data to deliver more relevant, targeted ads to European consumers.
“Adblocker adoption has grown in the EMEA region faster than other markets, which makes it even more important that marketers and their agencies focus on delivering well-targeted ads, and the right data is among the biggest pieces required in solving that puzzle,” said Tom Laband, CEO & Co-Founder of adsquare. “Our Audience Management Platform offers access to a vast array of premium data providers and is a powerful resource that Adelphic client agencies in Europe and beyond will value because it gives them control and transparency.”
The ability to provide high-caliber service for brands and agencies in the region has been a priority for Adelphic. The company tapped Nicholas Mills as general manager, EMEA late last year, and since then he has been expanding the company’s regional offerings, sales and service teams to support clients and campaigns in Europe.
“Mobile programmatic advertising is experiencing considerable growth across Europe as brands realize the opportunity existent in mobile and the return on investment available through a data-driven approach,” said Mills. “With the activation of audiences modeled via adsquare, our customers can deploy campaigns that are highly efficient in reaching audiences and increasing returns.”
The self-service solution is now available to Adelphic clients, building out a comprehensive European data set.
Adsquare is the neutral and transparent Mobile Data Exchange, bringing together advertisers, publishers and data providers in a fair, secure and privacy-friendly way. Our self-service Audience Management Platform puts marketers in control and gives them full transparency in selecting the right data, modeling their customized segments and activating them on their preferred media buying platform. Reaching the right people in the right mobile moment makes advertising more relevant and minimizes waste.
Thanks to our premium data providers and the sophisticated onboarding capabilities for offline data, our platform provides access to rich data at global scale, including location, household, purchase or app usage data. Partnering with global SSPs, Ad Networks and Publishers enables us to enrich ad requests in real-time and to derive strong audience segments over time, unleashing the real value of app users. The platform’s ability to anonymize and analyze consumer data around location, context and behavior has been awarded the ePrivacyseal, confirming its compliance with strict European privacy laws.
Adelphic is the leading mobile and cross-device demand side platform. Adelphic provides an enterprise-ready software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers on the move. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s patented technology overcomes the limitations of user identification in mobile and across networked devices, yielding rich, nuanced portraits of real consumers. Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures. For more information, visit adelphic.com.