London – mediasmart Mobile has partnered with mobile-first data exchange adsquare, to enrich the bidding process for the mobile DSP’s customers in real-time – allowing mediasmart customers to target users contextually. Targeting can now be based on what is around a user’s location, surroundings, app context and other influencing factors.
The pre-bid integration between adsquare and mediasmart will enable advertisers, agencies and trading desks to build powerful moment marketing campaigns, and enhance the mobile DSP’s real-time decision making capabilities, allowing it to make bid adjustments based on adsquare´s dynamic audiences data.
Processing up to 500 thousand queries per second (QPS) and operating in real-time, adsquare´s integration will allow mediasmart´s customers to leverage data for panoramic mobile audience targeting. Mediasmart makes adsquare´s standard audiences available through its console, but customers can also gain full transparency to create and activate their own custom audiences through adsquare’s self-service Audience Management Platform (AMP), to then target them as they buy media with mediasmart.
“Audience targeting has become one of the most powerful advertising tools, and combining first party data with reliable third party data is critical for our customers,” said Noelia Amoedo, CEO, mediasmart. “Adsquare completes our audience targeting capabilities, allowing our clients to build campaigns with a holistic view of their target group, through sophisticated segments built over time, and connecting the dots between people’s real world and mobile behaviour.”
“Mobile audience data at scale plays a crucial role in successful moment marketing campaigns. Accessing those data points via the pre-bid integration with adsquare allows mediasmart’s clients to reach their target group with high precision at the crucial moment on their most personal device”, said adsquare’s CEO and Co-founder Tom Laband.
About mediasmart Mobile
mediasmart Mobile is the first Spanish company focusing on the real-time optimization of mobile advertising (both on smartphones and tablets) using its proprietary technology platform.
mediasmart Mobile was one of the first movers into the mobile programmatic ecosystem, having launched in Jan 2012. It gives access to global mobile inventory – both in mobile apps and web – from more than twenty seven ad exchanges/SSPs, and it has successfully proven throughout the years that its algorithms can effectively manage big data to deliver results. A proven and scalable technology, currently handling more than 800,000 ad requests per second, mediasmart can be used directly by clients on a self-serve basis or via APIs, and it handles both RTB and programmatic direct buys.
Located in Madrid, London, Paris and Tel Aviv, mediasmart Mobile includes a team of mobile and advertising experts, and is backed by well-known investors KOMM Investment (Michael Kleindl) and Kibo Ventures (Aquilino Peña).
Adsquare is the neutral mobile-first data exchange, bringing together advertisers and data providers in a fair, secure and privacy-friendly way. The platform has been built mobile-first, operates in real-time and enables advertisers to leverage data for panoramic audience targeting and precise moment marketing.
Programmatic buyers can take control via the self-service Audience Management Platform which gives them full transparency in buying data, creating audiences and activating them for their DSP of choice. adsquare offers a broad portfolio of data from mobile, online and offline sources including data partners such as Acxiom, Mastercard or TomTom.
In addition, advertisers can discover the marketplace for private deals with first-party data owners including app developers, publishers and other companies. adsquare works compliant with strict European privacy laws and has been awarded the ePrivacyseal for best practice data handling. For more information visit http://www.adsquare.com, follow @adsquarecom or contact email@example.com.