AOL has announced a global partnership with mobile data exchange firm Adsquare which will leverage data to improve targeting in 12 markets.
Revealed at Mobile World Congress (MWC) in Barcelona today, the deal will bring Adsquare’s data on 360 million mobile consumers globally together with AOL's programmatic advertising platform, One.
Using the former's anonymised data sources from across retail purchases, location and mobile advertising, mobile and online usage and first-party data, the collaboration will provide enhanced mobile audience mapping for publishers and 'in-the-moment' mobile audience targeting opportunities to advertisers.
The capabilities will be available in a dozen new markets including the US, the UK, Italy, Switzerland and France.
Tom Laband, chief executive and co-founder at Adsquare said: “We are pleased to join forces with AOL on a global scale to make mobile advertising more relevant."
He added: "Mobile is so much more than the most personal channel for targeting customers. It is also the most consistent identifier, and source of a broad set of data. adsquare’s Audience Management Platform offers a single access to multiple data sources and dimensions to create powerful audience segments."
The partnership will also see AOL’s managed media sales teams across selected markets use audience data to power up mobile campaigns across the web giant's owned and operated properties, including The Huffington Post, Engadget, TechCrunch, Makers and Build. The agreement extends across Microsoft brands such as MSN and Outlook.com.
Earlier this month AOL UK struck up a deal with O2's Weve to offer hyper-targeted campaigns which it claimed would be too niche to host on the “the behemoths of search and social".