• by Tyler Loechner  @mp_tyler, July 1, 2014

Mobile demand-side platform (DSP) Adelphic has announced a partnership with location-based data firm Factual. The news comes just weeks after Factual struck a partnership with WPP.

Per a Factual blog post announcing the partnership, Adelphic’s clients will have access to over 100 audience segments defined by Factual and based on location data.

“Targeting with location data dramatically increases the relevance of ads delivered to consumers, and this relevance in turn drives performance for brands,” stated Michael Collins, CEO of Adelphic. “Factual’s location-based data will allow Adelphic clients to create more impactful campaigns at scale, the positive effects of which will be felt at both the digital and brick-and-mortar level.”