Global location marketplace xAd has added support for Spain and Italy as it expands across Europe to accommodate increased interest from global and regional marketers in location context data.

xAd has already expanded its European operations in the past 14 months, adding Germany and France to its coverage last year based on predictions like eMarketers estimate that mobiles share of digital ad spend across Western Europe will grow from 24 per cent to 60 per cent by 2018.

“The power of location in linking the physical and digital worlds is now really being understood by advertisers, particularly retailers,” said Theo Theodorou, head of EMEA for xAd. “Our expansion throughout the EMEA region is testament to the value of mobile as a connector, and we are really excited to extend our brand and agency relationships into new markets.”

“xAd continues to drive innovation in location, creating a new, standalone category in marketing,” said Dipanshu Sharma, CEO of xAd. “Since the start of the year, xAd has attracted top-caliber talent, released industry-first technology, and surpassed all performance milestones.

“With our expansion into Spain and Italy, xAd is enabling global, regional and national advertisers to leverage the context of location at scale to create meaningful mobile advertising experiences for marketers and consumers alike.”