MediaMath, a demand-side platform (DSP), on Tuesday announced a partnership with DataXpand, an Latin American audience data firm. DataXpand runs an “audience data marketplace,” which marketers can use to trade third-party audience data with one another.
The partnership brings DataXpand’s audience segments comprised of Latin Americans, Europe and U.S. Hispanics to MediaMath clients. The audiences are based on anonymous browsing behavior and demographic data, per a release.
Greg Williams, co-founder and SVP of OPEN partnerships at MediaMath, said in a statement that the partnership underscores “the rapid increase of digital media consumption among Latin American and emerging U.S. audiences.”