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Smaato Partners with Factual for Geotargeting Solution

David Murphy

[caption id="attachment_38738" align="alignleft" width="180"]Smaato Ragnar Kruse Kruse: Factual partnership gives advertisers "an easier, more intuitive way to reach their target audience”[/caption]

Mobile Real-time Bidding (RTB) ad exchange Smaato has entered into a strategic partnership with location data platform Factual. The deal will see Smaato use Factual’s Geopulse Audience solution to enhance mobile ad inventory in its RTB exchange. Over 40 segments will be made available at launch with more being added over time. Example demographic data offered includes household income, gender, and age, as well as geographic information such as zip (post) code, and persona segmentation, such as Business Traveller, In-market Auto Buyer, and Quick-service Restaurant Diner. To develop the audience segments, Geopulse Audience applies Factual’s location data along with its data engineering and machine learning expertise to the vast amount of location data running through Smaato’s RTB exchange (SMX). Factual’s location data includes its Global Places data, covering over 65m local businesses and points of interest across 50 countries and additional contextual data about geographic areas. “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,” said Smaato CEO, Ragnar Kruse. “Factual’s Geopulse Audience solution, with its huge depository of data and deep understanding of user demographics, makes them an ideal partner to help advertisers improve engagement and boost campaign results.”