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Word just in is that global media company Matomy has launched a new MobFox premium private marketplace (PMP). MobFox, a Matomy property, offers a data-driven private marketplace that enables advertisers to acquire traffic from tailored audience packages for campaign targeting.

The new private marketplace combines first-party data from supply partners and data from MobFox’s data partnerships to deliver accurate segmentation.

Observers note that publishers should have better control and user segmentation options for their buyers — and more reliable satisfaction of KPIs.

“The market is transitioning from traditional RTB buying to data-driven media buying,” explained Kumaran Sambandam, the VP of the MobFox Exchange. “We’re taking media buying to the next level by providing our partners with the ability to acquire audiences in customized deals across all formats, including video.”

A top ten international mobile advertising platform, MobFox is connected to more than 175 DSPs and is used by more than 40,000 iOS and Android apps. The company has a proven track record of providing clients and media partners with access to innovative mobile programmatic advertising solutions, including a supply-side platform (SSP) as well as serving as a single gateway for mobile, video, and native ad inventory management via a real-time bidding (RTB) marketplace.

“Following our recent partnership with Factual, providing our media buyers with better segmentation at scale is the next step in becoming a leading data-driven mobile company,” Sambandam added. “This creates a win-win situation for publishers and advertisers-by providing more relevant ads, the data-enriched marketplace will enable an improved experience for users.”

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