Adform, a Denmark-based demand-side platform (DSP), on Thursday announced it has partnered with mobile audience targeting firm adsquare. The partnership will allow Adform clients to use adsquare’s mobile audience segments for targeting purposes.
Martin Stockfleth Larsen, CMO of Adform, said in a prepared statement that the company inked a deal with adsqaure because it believes “that many marketers [have] yet to realize the massive potential that mobile holds.”
Recent data from AppNexus supports this assertion.
“[T]he mobile revolution, while certainly accelerating, has not yet hit its peak,” wrote AppNexus in a report analyzing data collected from its platform during second quarter of 2015. “Even though consumers are now spending more than half of their online time on mobile devices, advertisers were still more likely to target desktop Web users than those using mobile apps or browsing the mobile Web.”
AppNexus’ data reveled that 64% of the campaigns run on its platform during the second quarter of 2015 targeted desktop Web used, 47% targeted mobile Web users and 32% targeted mobile app users.
By gaining access to adsquare’s mobile audience data segments, Adform hopes that its clients will now be more inclined to target consumers across devices -- including mobile.