Factual’s location-based audience data within private marketplace (PMP) environments will now inform the InMobi Exchange (IX), powered by Rubicon Project.
It’s another sign of the burgeoning trend in data-driven advertising.
“PMPs provide ad buyers with a customizable environment where both premium inventory and audiences are available for purchase via programmatic buying,” noted Factual in its blog post on the development.
“The benefits include access to clean data, automated efficiency, control over frequency, accurate measurement, precise audience targeting, brand safety, and transparency,” it added.
PMPs are forecast to be an $8.6 billion industry in 2016.
How does it work to effectuate greater success?
“Let’s say a major CPG brand would like to run targeted advertising against an audience such as NFL enthusiast for the release of a new snack food leading up to and during the Super Bowl,” explained Factual. “If the brand was to buy through a PMP, their DSP would have priority to bid on a curated set of impressions tagged for NFL enthusiasts. Without a PMP, the brand’s DSP would have to filter through the entirety of the bid stream to locate this very niche audience. This is one example of how a PMP can provide precision targeting and brand safety in an automated environment.”
Factual noted that its deal with inMobi fits it with its “mission to provide the most comprehensive and actionable location-based data in the market.”