Advertising platform InMobi has partnered with location data company Factual to create a set of audience targeting solutions for brand advertisers.
The new solutions combine InMobi's anonymous dataset of global mobile consumer activity with Factual's location-based data, creating geo-derived audience segments that cover a worldwide market. The partnership will enable marketers to leverage a set of geo-targeting features that incorporate geo-based intelligence deployed at a large scale.
'Ad spillage', when advertising budget is wasted on audiences outside a company's geo-spatial target segment, is becoming an increasing challenge in the increasingly mobile world. By providing advertisers with rich contextual data on consumers, relevant ads can be delivered with higher campaign efficiancy and lower ad spillage.
InMobi's anonymised data is gathered from the 759m monthly active users on its network, and partnerships with companies like Factual build on this understanding to enhance targeting efficacy for advertisers. Factual's data covers 65m businesses and points of interest across 50 countries, and uses this understanding of geography to build location-based profiles that contain hundreds of non-private behavioural attributes for users.
"Every market in the world is being transformed by mobile – the valuable signals generated by mobile devices enable marketers to deliver contextually relevant user experiences that were previously impossible," said Bill Michels, senior vice president of product and partnerships at Factual. "Advertisers and developers everywhere are going to benefit from the combination of InMobi's global reach and the scale of its mobile consumer data combined with our global location data and understanding."