MediaMath, creator of the TerminalOne Marketing Operating System™ for digital marketers, today announced the introduction of AudiencePLUS (APAC), the region’s first mobile audience segment collection for digital marketers, on its TerminalOne platform.

Developed by Mobilewalla, the owner and operator of the largest consumer intelligence platform on mobile, AudiencePLUS (APAC) will help marketers better identify and target individuals through 120+ audience segments with more than 600 million unique, targetable devices, in twelve countries throughout the region.

Through this partnership, MediaMath clients will be able to target customers on their mobile devices based on multiple characteristics, such as demographics, behaviour, and location. Users will also be able to create custom segments to target audiences in addition to the structured taxonomy offered on AudiencePLUS. As a result, marketers will now be able to plug AudiencePLUS segments into their marketing campaigns, and further establish a digital connection directly to the mobile devices of their target consumers, thereby extending possible business outcomes.

Rahul Vasudev, managing director, Asia Pacific at MediaMath, commented, “The profile of our clients in APAC has changed significantly in the past year, and we’re reaching a stage where we see the investment in mobile overtaking display and video. This does not come as a surprise, given the mobile-first nature of consumers in APAC. We’ve had a long history of introducing class-leading tools in the desktop world, and now we’re able to give our clients the ability to replicate the same on mobile devices.

“We are extremely excited to partner with Mobilewalla to further enhance the audience targeting capabilities within MediaMath’s TerminalOne platform. The AudiencePLUS data set now gives clients the ability to target consumers based on various characteristics, and will provide the end consumer with more relevant ads.”

AudiencePLUS will leverage Mobilewalla’s 70 petabytes of accumulated mobile consumer data to compute consumer profiles and segments. With the industry’s largest repository of historical mobile device usage data, Mobilewalla is able to create, maintain and continually refine mobile audience segments across multiple geographies, by observing consumer behaviour across media, time and location.

Commenting on the partnership, Anindya Datta, Chairman and CEO, Mobilewalla said, “The mobile medium enables marketers to reach the most engaged digital consumers. Advertisers expect mobile campaigns to reach consumers in contextually relevant ways in order to significantly enhance the return of investment (ROI) on their advertising spend. We are excited to offer AudiencePLUS (APAC) on the industry leading MediaMath T1 platform to enable true one-to-one consumer addressability, and enable marketers to enjoy access to the region’s first mobile audience segment on the industry’s leading Demand-Side Platform (DSP).”