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MAW learned Monday that Gravy Analytics, a provider of real-world consumer intelligence based on verified attendances, and adsquare, the neutral mobile data exchange for advertisers and media buyers, have teamed up.

According to an advance look at the partnership details, we can tell you that the companies have partnered to roll out the availability of Gravy Audiences through adsquare’s audience management platform (AMP).

The partnership enables marketers using AMP “to use Gravy’s unique location-based audiences for their programmatic advertising campaigns.”

So how does it all work? Here’s a snippet of the examples shared:

Gravy’s location-based audiences give marketers the added context and precision of event attendance. While other location-based audiences let marketers reach consumers observed at Madison Square Garden, Gravy Audiences enable marketers to reach those that attended a New York Liberty game, a Billy Joel concert or a WWE Live event. Gravy’s interest-based audiences like “NBA Basketball Fans”, “Pop Music Fans” and “Sports Fanatics” let marketers target only those consumers likely to be interested in their offer. Marketers can also create more engaging campaigns that speak directly to mobile consumers’ specific interests and activities.

“By partnering with Gravy Analytics, adsquare allows advertisers to access contextual event data, which is invaluable for targeting,” adsquare CEO and co-founder Tom Laband says. “The granular data provided by Gravy Analytics means that advertisers using adsquare’s AMP can now not only target concert or sports game goers, but also drill down to the specific music genre or sport type when building campaigns.”

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