adsquare's New Partners Enhance Segmentation Offer

German-based mobile data exchange adsquare has enhanced its app usage data service with the addition of several new partners, allowing users to derive audience segments based on a variety of app usage and context options.

Originally focused on location data, adsquare now offers many more ways to analyse and address audiences, from household and purchase to psychographic and app usage data. The new partner firms include 42Matters, Adgnitio, Grapeshot, Mobilewalla and oneAudience, and clients can access the new data and segmentation via adsquare's self-service Audience Management Platform (AMP), which allows complex data buying and audience modeling.

adsquare CEO & co-founder Tom Laband (pictured) comments: 'In our mission to go beyond location data, app usage data is a powerful way to analyze users' socio-demographics, interests and lifestyle. Making this data available in real-time enables moment marketing and holistic audience targeting, which results in more effective advertising for brands'.

John Snyder, CEO and co-founder of data categorization firm Grapeshot, says the integration 'allows even more programmatic buyers access to our rich and growing data set, enabling them to influence consumers' decision-making moments'.

Web site: www.adsquare.com .