Mobile data exchange Adsquare has announced the launch of its Private Marketplace offering, and the addition of new data providers to its extensive portfolio.

The extension of private deals to Adsquare’s platform gives data providers full control and transparency over who uses their data, and for which campaigns. This, according to Tom Laband, CEO and co-founder of Adsquare, is the foundation for first-party data owners to make their rich data assets available for programmatic advertising.

“Making mobile data accessible through a private marketplace is a crucial step forward for our industry,” he said. “With this extension, we address the concerns of data owners regarding data leakage and ownership. Building a secure infrastructure is the foundation for making more data available, which leads to more relevant advertising. ”

With Adsquare’s self-service Audience Management Platform, data owners can onboard their data, segment and offer it via the marketplace. Integrations with leading global DSPs, including Google’s DBM, TheTradeDesk and AppNexus, mean the data can be widely distributed to advertisers and their agencies.

For the launch, adsquare’s existing portfolio of data partners, which includes companies such as Acxiom, Mastercard and TomTom, will be extended with more data owners, including publishers, app developers and other companies who draw from their direct relationship to the users.

One of these is soccer app Onefootball, which has over 22m users worldwide. Onefootball’s audience segments give brands the opportunity to reach soccer enthusiasts across the globe with a high degree of accuracy. Combining this with additional data like household information or location context history makes adsquare’s Audience Management Platform a powerful tool for brands, the company believes.