• by Tyler Loechner  @mp_tyler, December 9, 2014

140 Proof, a mobile ad targeting firm, on Tuesday announced a partnership with PubMatic, a supply-side platform (SSP), to allow advertisers to programmatically tap into 140 Proof’s audience segments.

Through a private marketplace on PubMatic, advertisers will be able to programmatically buy mobile app ads using 140 Proof’s “blended interest graph" audience profiles. 140 Proof says it creates audience profiles based on public data pulled from social media platforms.

Per a release, 140 Proof will create a standard set of audience segments that will be available to “approved buyers” (i.e. buyers granted access to the private marketplace on PubMatic). Advertisers can also work with 140 Proof through PubMatic to create custom audience segments.