• by Tyler Loechner  @mp_tyler, May 6, 2015

Juice Mobile, a programmatic direct ad platform for mobile marketers, on Wednesday announced it has partnered with Krux, a data management platform (DMP). The partnership will give Juice’s brand and agency clients access to Krux’s audience segments, which are based on publisher data.

“This partnership solves a structural challenge that exists in mobile programmatic direct today -- the inability to overlay audience-based targeting across guaranteed premium placements due to Device IDs not being passed in a direct ad server environment,” claimed Neil Sweeney, president and CEO of Juice Mobile, in a prepared statement.

Only select publishers and trading desks currently have access to Krux’s audience segments, but Juice plans to take the offering out of beta in the coming months.