Mobile media and solutions company Big Mobile and European mobile advertising company Widespace have announced they are now a joint venture in the Asia-Pacific (APAC) region, rolling out their purely mobile DSP across Australia and New Zealand.

The takes advantage of the huge shift in browsing away from desktop to provide high viewabilty, no fraud, transparency, brand safety, as well as significant reach and scale for local advertisers.

The Widespace technology identifies users with an anonymous “device fingerprint ID”, measures ad engagement and browsing behaviour to serve up relevant advertising, and then rapidly identifies similar users without the need to use costly amounts of data overlays.

Big Mobile and Widespace want to change the way advertisers use mobile and move beyond the desktop metrics of clicks and impressions to build brands and deliver relevant, unobtrusive ads in real time.

Big Mobile CEO David Green said: “Big Mobile started as a technology company with Australia’s first ad server, and teaming up with Widespace has been a natural progression.

“Widespace have been on a similar journey to us, but on the other side of the globe, and it make sense to work a lot closer to drive technology into the mobile advertising market,” he said.

“We are very proud to be partnering with Widespace.”

Widespace CEO and co-founder Patrik Fagerlund said: “We believe Widespace technology and the reach of Big Mobile will be a winning combination for publishers and advertisers throughout the APAC and SE Asian region.

“We’re very excited about the joint venture.”