AOL and a leading mobile-first data exchange, adsquare, will partner to bring adsquare’s data on 360 million mobile consumers globally into the ONE by AOL platform.
“Using adsquare’s unique combination of anonymized data sources from across retail purchases, location and mobile advertising IDs, mobile and online usage, and first-party data, the deal will provide enhanced, holistic mobile audience mapping for publishers and scalable, highly valuable ‘in-the-moment’ mobile audience targeting opportunities to advertisers,” the firms noted in a presentation at Mobile World Congress this week.
Data from adsquare provides access to demographic, interest, intent, psychographic and behavioral mobile info. It leverages location data and combines it with offline data such as POI, household, purchase, weather and event data, as well as using App Bundle IDs to onboard app store metadata and app contextual segments.
The partnership will take in a dozen markets, including the U.S., UK, Germany, France, Italy, Spain, Denmark, Sweden, Norway, Finland, Austria, and Switzerland. It is designed to help publishers improve the quality and value of their inventory by serving enhanced premium, contextual audiences to advertisers — in real-time, on mobile devices and across screens.
“This new partnership brings a wealth of opportunities for both publishers and advertisers,” said Alex Timbs, the Head of Data and Attribution at AOL International. “By bringing adsquare’s data on board, we are enhancing our already strong ability to deliver quality, scalable, holistic audiences for advertisers to reach and for publishers to monetize. (Our) multiple data sets will help advertisers build powerful brands and publishers to grow revenues.”