AOL and mobile data exchange adsquare announced a partnership on Monday to bring adsquare’s global data from 360 million mobile consumers to the ONE by AOL cross-screen programmatic platform, aiming to improve its targeting in 12 markets. The deal was announced at the Mobile World Congress in Barcelona.
AOL will use adsquare’s combination of anonymized data sources from retail purchases, location, mobile advertising IDs, mobile and online usage, and first-party data to offer mobile audience mapping for publishers.
AOL said the data will help connect with its ONE by AOL: Publishers product, which seeks to help publishers improve the value of their inventory by delivering contextually relevant audiences to advertisers. It will also enable advertisers using ONE by AOL: Advertisers to connect with audiences in realtime on mobile devices and across screens.
In addition to the U.S., the partnership extends to markets in the U.K., Germany, France, Italy, Spain, Denmark, Sweden, Norway, Finland, Austria, and Switzerland. The deal also allows AOL’s managed media sales teams in those markets to use audience data to optimize mobile campaigns across AOL’s owned and operated properties, including The Huffington Post, Engadget, TechCrunch, MAKERS, and Build.
The partnership also extends across Microsoft brands such as MSN and Outlook.com (AOL+MSFT Partnership markets only), and to AOL’s mobile in-app advertising platform.
“Quality and scale in mobile data is essential. Teaming up with adsquare extends our leadership in these areas, benefiting publishers that can use the data to more effectively merchandize their inventory, as well as advertisers, who can use it to better target audiences across mobile,” Alex Timbs, head of data & attribution, AOL International, told Real-Time Daily via email.
Tom Laband, CEO & Co-Founder, adsquare, stated: “Mobile is so much more than the most personal channel for targeting customers. It’s also the most consistent identifier, and source of a broad set of data.”