• by Tyler Loechner  @mp_tyler, December 3, 2013

Smaato, a mobile real-time bidding (RTB) exchange, and Factual, a location data platform, today announced a partnership. The partnership will make Factual's location data available to buyers on Smaato's exchange.

Ragnar Kruse, Smaato's CEO, said in a statement, "Mobile ad targeting has traditionally been a challenge," and claims the partnership with Factual will make it easier for marketers.

The partnership will bring over 40 audience segments to Smaato's exchange, including segments broken down by household income, zip code, and behavioral data.

Gil Elbaz, founder and CEO of Factual, argued that "location is inextricably intertwined with mobile, and a proper understanding of location can be incredibly powerful if used to deliver personalized content to mobile users."