• by Tyler Loechner  @mp_tyler, July 10, 2013

Targeted mobile advertising company Adelphic has partnered with Neustar to bring Neustar AdAdvisor's audience segments to Adelphic’s real-time buying (RTB) platform. Nuestar AdAdvisor’s claims to have 12,000 different audience segments, and Adelphic says they are the first mobile RTB platform to have access to those segments.

The offline data from Nuestar AdAdvisors comes from a claimed 119 million U.S. households. While the offline automotive, travel, personal finance, shopping behavior, and other data will now be available, the companies stressed that consumers will not be personally identifiable.

“Adelphic’s focus is to connect brands and publishers with actual people, not just devices,” stated Michael Collins, CEO of Adelphic. “By partnering with Neustar and incorporating their offline consumer data into our platform, we will bring true multi-channel insights into the mobile world at tremendous scale and help marketers reach their consumers far more effectively.”