• by Tobi Elkin  @tobielkin, September 7, 2016

Mobile data exchange adsquare on Wednesday announced the launch of a private marketplace (PMP) and the addition of data providers. The company said the moves are a response to increasing demand for more granular audience data that aims to improve ad relevance.

Adding a PMP to adsquare’s platform offers data providers complete control and transparency over who uses their data, and for which campaigns, according to Tom Laband, CEO and cofounder at adsquare. Data owners can use adsquare’s self-service Audience Management Platform to onboard their data, segment and offer it via the marketplace.

The data will be made available to advertisers and agencies through integrations with Demand-Side Platforms (DSPs) including Google’s DBM, TheTradeDesk, and AppNexus.

Adsquare’s exchange is based on mobile ad IDs and apps. The company's PMP is in closed beta; the capability will become available more widely by mid-September.

"Our Private Marketplace for mobile audience data is the last foundation block in adsquare's transformation, which incorporates our view of the data exchange of the future, which is transparent, allowing control and enabling real-time data activation," Tom Laband, the company's CEO & co-founder, told Real-Time Daily via email.
 
In addition to adsquare’s existing partners, which include Acxiom, Mastercard and TomTom, the company will add data owners, such as publishers and app developers that draw from their direct relationship to consumers. One example, soccer app Onefootball, which has more than 22 million users worldwide.

Onefootball’s audience segments will offer brands the opportunity to reach soccer enthusiasts around the world and can be combined with additional data like household information and location context history.