• by Tyler Loechner  @mp_tyler, April 1, 2015

Adsquare, a European mobile audience targeting company, this week announced it has added four new demand-side platform (DSP) partners, making its data available “throughout core EU markets.”

AdMaxim, Byyd, LiquidM and StrikeAd are the four DSPs that have integrated with adsquare.

“Valuable data in programmatic is key to reaching the right consumers at scale with the relevant message in real-time,” stated Victor Malachard, CEO of Byyd. “Integrating with adsquare is evidence of the huge important of data and the interest in automating buying in the advertising world.”

On open RTB exchanges, mobile has been a key driver of growth. A new PulsePoint report found that the amount of mobile inventory available for open RTB rose 159% last year, nearly double the rate of desktop inventory growth. Europe saw a 177% rise in mobile RTB inventory growth last year, per PulsePoint’s study.

“The demand for audience data is the main driver for branding ad spend in mobile programmatic,” asserted Gavin Stirrat, COO of StrikeAd, in a prepared statement.

Adsquare recently made some of its data -- 45 different mobile audience segments, to be exact -- available to AppNexus clients in Germany, France and the UK. Adsquare claims to create its mobile audience segments based on data collected from over 50 million users through the UK, France, Germany, Switzerland and Austria.