xAd has partnered with with mobile DSP Adelphic to integrate its location-based ad tech into Adelphic’s platform, creating what claims to be “the first turnkey way of activating precise location programmatically and at scale”.

The partnership will make xAd’s proximity targeting parameters, which automatically customise geo-fences based on the campaign category and performance insights from previous campaigns,

“As marketers gear up for the greatest commerce season of the year, xAd now offers the most automated and precise way to reach the right mobile audiences with customised targeting parameters, enabling marketers to take the guesswork out of location-based marketing,” said Dorothee Bergin, director of platform and programmatic partnerships at xAd. “Together, xAd and Adelphic are advancing the industry beyond ‘guess-and-check’ location targeting, which often takes days to optimise, by offering clients a better way to access and automate the most sophisticated location-based mobile targeting in real-time.”