• by Felicia Greiff , January 13, 2016

Audience targeting platform adsquare, and programmatic platform Smart AdServer, on Wednesday announced a partnership that enables publishers to create audience segments based on local context and mobile behavior, according to a release. AdSquare, a provider of audience data for mobile programmatic advertising, aims to enrich publishers' inventory with audience data that's identified by analyzing local context and mobile behavior.

Paris-based Smart AdServer competes with Google’s DoubleClick for Advertisers, Facebook’s Atlas and Sizmek. Last month, Smart AdServer and MediaMath announced an in-app offering in an effort to boost both buyers’ and sellers’ programmatic ad strategy efficiency.

Smart AdServer was founded in 2001 and has offices in 10 countries. The company works with more than 450 publishers. Partner include Hi Media, Axel Springer, Le Figaro, Antevenio, Clarin, Le Monde, IQ Digital, Netbook and L’Equipe. Last year, the company was bought by private equity firm Cathay Capital for $42.1 million.