• by Tyler Loechner  @mp_tyler, June 17, 2014

WPP’s The Data Alliance, and Factual, a location data platform, on Tuesday announced a partnership that will allow WPP companies to use Factual’s location-based data.

WPP’s hope is to up its mobile game through the addition of Factual’s data.

The data will be integrated into WPP offerings, including Xaxis, the holding company’s largest trading desk.

“With Factual’s data Xaxis can increase relevancy [in real-time mobile advertising] based on geography,” stated David J. Moore, chairman of Xaxis.

“Factual is a global data source that can help clients make minute-by-minute, geo-specific decisions…,” stated Nick Nyhan, CEO of The Data Alliance.

The companies claim Factual has mobile data relevant to 50 different countries, which is significant because WPP notes in a release that it hopes the new data will help its companies “reach new consumers in emerging markets.”