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Rubicon Project and xAd unite to power location-based mobile private marketplaces

Rubicon Project and xAd have paired up to power location-based mobile private marketplaces, with the view to bringing greater location scale and precision to programmatic advertising in mobile.

The move means advertisers can target ‘high-intent’ consumers based on real-time location and offline behavioural data, and can receieve data on business locations at or near their bid requests.

Location targeting inaccuracy remains an ongoing issue for marketers, with ads often sent to the wrong location and budgets being wasted as a consequence. xAd combines location-verified inventory and accurate place data so advertisers can build target audiences based on location efficiently and at scale.

xAd’s technology verifies location data signals for accuracy and validates the physical location of the signal and has claimed it can do so in less than 80 milliseconds. This is aimed at helping marketers with thousands of targeting options based on proximity and audience attributes.

By uniting their platforms advertisers will have access to xAd’s location-enabled mobile app inventory, which comprises 300 billion monthly mobile impressions, via Rubicon Project, which automates direct deals and makes it easy for buyers to execute all their campaigns across mobile, desktop and video.

Dan Hight, xAd head of platform, said: “The personalized nature of mobile devices arms marketers with insights on consumer behavior as it’s happening. By leveraging accurate location data, advertisers can reach consumers where and when they are most receptive, delivering a more relevant and impactful experience.

“Today, we’re excited to make that opportunity available to a new roster of premium advertisers via Rubicon Project’s private marketplace platform”

The companies will now embark on a joint roadshow to all the agency trading desks and major agencies to promote the new combined capabilities.

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