Factual Partners With Ad Exchange Smaato

Los Angeles-based Factual, which is increasingly focusing its data collection and API efforts on location data, and real-time mobile ad exchange Smaato said today that they are in a strategic partnership. The two said that Smaato will use Factual's Geopulse Audience product to enhance mobile ad inventory in its RTB exchange. Financial details of the deal were not announced. Smaato is tapping into the vast trove of data Factual is collecting on businesses, and combining that with demographic information to help advertisers better target audiences. Factual is led by Gil Elbaz, and backed by Andreessen Horowitz and Index Ventures.