InMobi has announced partnership to create a rich set of audience targeting solutions for brand advertisers. InMobi’s anonymous data set of global mobile consumer activity will be combined with Factual’s location-based data to build geo-derived audience segments worldwide. This partnership enables marketers to globally leverage a richer set of geo-targeting features that incorporate geo-based consumer intelligence on a large scale.
InMobi gathers anonymous user data from its 759 million monthly active unique users on its network. To enhance an advertiser’s targeting efficacy, InMobi builds on this understanding of users by partnering with multiple data-specialists across the ecosystem such as Factual.
Anne Frisbie, Vice-President & General Manager – Global Alliances, InMobi, said, “We are committed to enabling consumers and businesses to make smarter decisions. By partnering with Factual, we are able to improve our geo-targeting capabilities, thereby offering more relevant and engaging mobile marketing. Of equal importance, we are able to offer targeted audience buying to brands not just in the US but around the world.”
“Every market in the world is being transformed by mobile – the valuable signals generated by mobile devices enable marketers to deliver contextually relevant user experiences that were previously impossible,” said Bill Michels, SVP of Product & Partnerships at Factual. “Advertisers and developers everywhere are going to benefit from the combination of InMobi’s global reach and the scale of its mobile consumer data combined with our global location data and understanding.”
The partnership between InMobi and Factual will help advertisers to understand how consumers move through the physical world by using aggregated anonymous user location data. Factual’s data on places covers over 65 million businesses and points of interest across 50 countries. It uses this understanding of geography to build location-based profiles that contain hundreds of non-private behavioural attributes describing auser.
