PushSpring and comScore announced on Tuesday a partnership to introduce mobile audience segments derived from comScore’s Mobile Metrix and PushSpring’s App Graph data, usable in programmatic buys.
Between comScore’s mobile demographic data and the machine learning technology in PushSpring’s App Graph, almost 200 million devices can now be classified with ID-level demographic attributes. Through the relationship, novel audience segments can be effectively developed for a mobile app consumer base.
"We’ve heard very clearly from marketers that they now value mobile-originated data over traditional desktop data," PushSpring CEO and co-founder Karl Stillner told Real-Time Daily via email. "This partnership with comScore allows us to bring the most fundamental component of targeting, demographics, to market from a mobile-originated data set."
“Mobile apps now represent the majority of digital media time spent,” stated Naresh Rekhi, group vice president of product management at comScore. “In partnering with PushSpring, we look forward to giving marketers access to data sets that help them reach app audiences more effectively and better allocate their ad spend across platforms.”