• by Tobi Elkin , May 31, 2016

Adelphic, a mobile and cross-channel demand-side platform, on Tuesday said it will partner with adsquare, a mobile data exchange with an audience management platform (AMP) for mobile programmatic advertising. The partnership will offer agencies and trading desks a new source of mobile audience data for the European market.

The integration will enable Adelphic customers to activate audiences created via adsquare’s AMP based on location, household, purchase, socio-demographic and app usage data to deliver targeted ads to European consumers. The integration aims to increase the accuracy and relevance of ads through third-party data for mobile programmatic campaigns.

Both adsquare and Adelphic are working to understand the consumer's mobile and real-world behavior to deliver relevant advertising. “The integration offers advertisers and their trading desks the opportunity to precisely model their target group via our Audience Management Platform and activate it on one of the leading mobile and cross-channel buying platforms,” Tom Laband, CEO & co-founder of adsquare, told Real-Time Daily via email. Laband said the partnership offers programmatic buyers “flexibility, control and transparency.”

Adelphic said it named Nicholas Mills general manager, EMEA late last year, and since then he has expanded the company’s regional offerings, sales and service teams to support clients and campaigns in Europe.

The self-service offering is currently available to Adelphic clients that are building a European data set.

The partnership comes as ad blocking in the EMEA region appears to be growing faster than other markets, according to adsquare. And according to a May 31 PageFair report, ad-blocking browsers are more than twice as popular in Europe than in North America, with over 27 users per thousand smartphones. This puts more pressure on marketers and agencies to deliver relevant, highly targeted ads.