PushSpring, which provides mobile app audience data, has announced a partnership with comScore to introduce mobile audience segments, based on comScore’s Mobile Metrix and PushSpring’s App Graph data, for use in programmatic ad buys.

PushSpring provides advertisers and app publishers with mobile app audience data for more than 200m unique device IDs in the US and Canada. The company leverages billions of mobile app data signals and related device data to develop PushSpring Personas and App Genre Segments that marketers can factor into their ad targeting and campaign equations. Outside of availability within the PushSpring Audience Console, the data is also available through PushSpring Premium partners including The Trade Desk, Google DBM, MediaMath, Centro, LiveRamp DataStore, and Oracle Data Cloud, as well as many other DSPs, DMPs, and ad network platforms.

The new offering combines comScore’s mobile demographic data with PushSpring’s app analytics to identify patterns in mobile audiences. Using machine learning techniques and its proprietary App Graph, PushSprings data scientists create models from these patterns to predict ID-level demographic attributes that inform detailed classification for nearly 200m devices. This gives marketers access to comScore | PushSpring demographic segments that can be used 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, PushSprings CEO and co-founder. “Together we will power more efficient marketing campaigns where the objective is reaching the right consumer early in the consideration cycle.”