Factual announced in recent days an expansion of its current partnership with InMobi to include the release of their location-based audience data within private marketplace (PMP) environments on InMobi Exchange (IX), powered by Rubicon Project.
This endeavor is emblematic of the growing trend in data-driven advertising, the rise of private marketplaces.
PMPs provide ad buyers with a customizable environment where both premium inventory and audiences are available for purchase via programmatic buying.
The benefits include access to clean data, automated efficiency, control over frequency, accurate measurement, precise audience targeting, brand safety, and transparency. In 2016, PMPs are projected to be an $8.6 billion industry.
“Thanks to our partnership with InMobi,” the company says, “Factual can equip publishers, advertisers and platforms with the most advanced programmatic buying alternatives in the market today. With this release, Factual continues to fulfill our mission to provide the most comprehensive and actionable location-based data to the market to help drive innovation.”