As part of AOL’s ongoing work to build a mobile advertising business that rivals Facebook and Google, the company is partnering with Berlin, Germany-based Adsquare on a new data effort.
Adsquare’s data will be built into AOL’s programmatic platform One by AOL that helps publishers sell ads. Advertisers also use the platform to manage their campaigns. Working with AOL, Adsquare’s first-party data will be built into One by AOL campaigns.
So, a retailer, for example, will now be able to serve a mobile ad to folks who recently shopped at their store, or a fast-food marketer could zero in on consumers who are near a restaurant. In theory, the deal—which is being announced at Mobile World Congress—is intended to help publishers boost ad prices with more data about their readers. Adsquare’s data exchange aggregates location, mobile ID and retail purchase data from 360 million users.
“By bringing Adsquare’s data on board, we are enhancing our already strong ability to deliver quality, scalable, holistic audiences for advertisers to reach and for publishers to monetize,” said Alex Timbs, head of data and attribution for AOL International in a statement. “Our open philosophy means we can offer multiple data sets to help advertisers build powerful brands and publishers to grow revenues.”
AOL’s partnership is across 12 markets, including the U.S., U.K., Spain and Germany. In addition to working with AOL’s thousands of publisher partners, the mobile data will be used to power ads on AOL’s own properties, which include The Huffington Post, TechCrunch, Build and Engadget. AOL sales reps have access to the stats to sell Microsoft ads (as part of the two tech companies’ two-year old deal) and in-app promos.