• by Tobi Elkin  @tobielkin, November 22, 2016

Mobile data exchange adsquare on Tuesday announced the addition of the data providers 42Matters, Adgnitio, Grapeshot, Mobilewalla, and oneAudience to its existing portfolio.

The data providers offer solutions for creating audience segments, based on app usage and context, each with a different angle, approach and local reach.

Primarily built for location data, adsquare’s expansion adds household and purchase to psychographic and app usage data.

"Location data is invaluable as it gives us insights about consumers' real-world behavior from an eagle eye's perspective. But to zoom in, advertisers have to tap app data and understand how consumers interact with their mobile. Combining both perspectives brings us one step closer to a holistic approach," Tom Laband, adsquare CEO & Co-Founder, told Real-Time Daily via email.

Using app usage data is a way to analyze consumers' socio-demographic interests and lifestyle. The providers' data, available in real time, will enable marketers to refine their audience-targeting strategies to secure effective advertising.

adsquare will offer the data to its clients within its self-service Audience Management Platform (AMP), a data buying and audience modeling tool applied by programmatic buyers at media agencies and their trading desks.

An advanced audience modeling tool allows buyers to combine data from different providers and dimensions and apply it in real-time at the pre-bid stage. For example, the tool enables buyers to target audiences, such as business travelers, based on the locations visited like airports, conferences, and hotels, along with the apps they used for booking and organizing their trips.

"App usage data gives advertisers detailed information about users’ interests and their current context. Our integration with adsquare allows even more programmatic buyers access to our growing data set,” stated John Snyder, CEO and cofounder of Grapeshot.