Mobile app audience data firm PushSpring has announced a partnership with comScore that will introduce mobile audience segments for use in programmatic ad buying to its offering.

PushSpring provides advertisers and app publishers with mobile app audience data for more than 200m unique devices in the US and Canada, leveraging billions of data signals to develop its PushSpring Personas and App Genre Segments.

The partnership with comScore will use the cross-platform measurement firms mobile demographic data in conjunction with PushSprings app analytics to identify patterns in mobile audiences.

Using machine learning techniques, PushSpring will create models from these patterns that can predict ID-level demographics to inform detailed classification for its entire audience. Marketers will then be able to access these segments for audience targeting and data activation in a programmatic environment.

“The outcome of our partnership with comScore will be incredibly accurate demographic data for mobile and cross-device targeting at scale,” said Karl Stillner, CEO and co-founder of PushSpring. “Together we will power more efficient marketing campaigns where the objective is reaching the right consumer early in the consideration cycle.”

“Mobile apps now represent the majority of digital media time spent, and marketers need to be armed with the best intelligence for reaching audiences where theyre spending most of their time,” said Naresh Rekhi, group vice president of product management at comScore. “In partnering with PushSpring, we look forward to giving marketers access to a powerful data set that helps them reach app audiences more efficiently and better allocate their ad spend across platforms.”