• by Tobi Elkin , Staff Writer @tobielkin, January 16, 2017

Programmatic mobile is on the move.

TabMo, a programmatic mobile advertising company, is partnering in Europe with adsquare, a data exchange.

The alliance means adsquare’s technology will be integrated with TabMo’s mobile platform, dubbed “Hawk,” developed by TabMo as a creative demand-side platform (DSP) for mobile. It enables programmatic ad buyers and advertisers that work with TabMo to access targeted ads loaded with data, including insights on location, events, weather, household, income, purchase intent, and app usage.

The goal is to enable mobile advertising campaigns to target the right audience in the right context with a relevant message.

Tom Laband, CEO/cofounder at dsquare, stated that the data-rich ads will enable customers to reach audiences in real-time— the aim of programmatic buyers and advertisers.

The integration with adsquare will make it easier for its customers to build scaleable audience segments that make their mobile advertising more effective, added Chris Childs, managing director U.K. TabMo.

Both companies have developed technology solely for mobile.

TabMo’s “Hawk” is a mobile programmatic platform that manages the entire purchasing process and the broadcasting of mobile advertising campaigns on devices in real-time. It offers select audiences video native, and rich media creative that can be customized directly within the platform.