Berlin-headquartered adsquare, an audience management platform for mobile programmatic advertising, has joined forces with Smaato, a global real-time advertising platform with more than 90,000 mobile publishers and app developers.
The partnership will enable adsquare to help Smaarto monetize thousands of apps so that it can achieve higher eCPMs, Daniel Rieber, director of marketing & communications, told Real-Time Daily via Skype. “We’re an independent platform for mobile data, connecting the demand side and the supply side and data providers. The partnership with Smaato is important to us because it allows us to enrich the traffic of thousands of apps.”
Adsquare clients include DSPs AppNexus, The Trade Desk and Bydd, agencies and their trading desks at GroupM, Omnicom and Havas. It also works with data providers, SPPs and their publishers. Focusing on mobile data, adsquare onboards data from companies like Acxiom, HERE (formerly Nokia HERE) and The Weather Channel.
Adsquare considers its platform and partnership with Smaato to be a solution to the problem that most mobile traffic take place in apps. Location is used as well as CRM data, household data, app usage, specific events, weather and purchase data. Adsquare wants to be an independent platform on which people can onboard their data and then profiles will be built with the data. These profiles will be sold to the demand side.
Tom Laband, CEO and coounder, adsquare, stated: “Today data is at least as important as media itself. …Partnering with high caliber players such as Smaato means that on the one hand, we can increase data-driven revenues for tens of thousands of publishers, and on the other meet the huge demand for audience data at global scale.”
Adsquare is known to go beyond location to analyze the local context and mobile behavior of anonymous users to build robust audience profiles. “Smaato is the world’s largest independent mobile ad exchange,” Smaato CEO Ragnar Kruse said in a statement. “Enriching our publishers’ bid requests with a variety of high quality data sources is crucial, which makes adsquare a key partner for us”.
In April, adsquare, announced it added four new demand-side platform (DSP) partners, making its data available in core EU markets. AdMaxim, Byyd, LiquidM and StrikeAd are the four DSPs that integrated with adsquare.
AppNexus early this year announced that data from adsquare would be made available to AppNexus users.