Global mobile advertising and discovery platform InMobi has partnered with Adsquare, a mobile data exchange, to create a suite of in-app audience targeting solutions for brand advertisers in Europe.

The partnership gives marketers and brands access to InMobi’s global mobile consumer profiles and aims to enable marketers to leverage a more in-depth set of audience insights – such as age, gender, and household composition – both on the InMobi network and the InMobi exchange at ‘unparalleled scale and granularity’.

Through the combination of these insights, across the two platforms, the pair hope to offer unique audience segments that enable brands to reach the right audience – ‘maximising the value’ of their clients’ buying investments.

“From a data science perspective, machine learning models are only as good as the underlying data that supports them. This partnership builds on this key principle and the end result is huge win for clients,” said Ian Anderson, principal research scientist at InMobi.

Tom Laband, CEO and co-founder of Adsquare, added: “Leveraging mobile data enables moment marketing and holistic audience modelling, leading to more effective campaigns and a more personalised ad experience for end users.”