InMobi has data on 759 million monthly users across its network. Anne Frisbie, vice president and general manager of global alliances at InMobi, says the addition of Factual data will help advertisers better target their audiences.
“When [InMobi’s data is] combined with Factual’s observations of where users are at various times of the day, month, year, the result is a much higher confidence that a user within an InMobi-Factual audience segment is actually a member of the audience the advertiser is trying to reach,” said Frisbie.
Frisbie, and Factual’s director of marketing and operations Vikas Gupta, both acknowledged that the ability to create these types of audience segments has existed before, but Gupta claimed the location factor “enables a much higher level of accuracy within the audience.”
Frisbie also notes that location-based data adds a “nuance” to the audience profiles. “Movie goers in New York exhibit different behaviors than a movie goer in London,” she said.
The audiences developed via this partnership will not be available on RTB exchanges.