• by Philip Rosenstein , July 18, 2017

Real-time mobile advertising platform Smaato announced on Tuesday a partnership that will integrate adsquare’s mobile audience data into the Smaato Demand Platform (SDX).

Adsquare data includes information on consumer interests, behaviors and purchase intent in more than 10 markets, including the United States, the United Kingdom, Germany, France, Italy, Spain, Denmark and Switzerland.

Smaato also announced a revamp of SDX, with hundreds of newly updated audience segments to choose from, and new functionalities -- “Open Deals” and “Open Auctions” -- that give marketers additional control over targeting and deal type.

“Audience buying represents the future of mobile advertising,” stated Ragnar Kruse, CEO and co-founder of Smaato.

“The integration gives Smaato's demand partners access to the adsquare data portfolio, comprised of audience data linked to mobile advertising IDs and local, contextual and app-contextual data. Activating such data through deals and private marketplaces is a great synergy, as it combines audience data with brand-safe inventory at scale while controlling data leakage,” stated Tom Laband, CEO and co-founder, adsquare.