Factual Partners With Adelphic On Mobile Ad Targeting

Los Angeles-based data provider Factual said Tuesday that it has partnered with Adelphic, a provider of a mobile, demand-side advertising platform aimed at agencies and brands. According to Factual, Adelphic has integrated its Geopulse Audience and Geopulse Proximity products into its demand-side ad platform, to better target mobile ads based on a user's location. Financial details of the partnership were not disclosed. Factual explained that Adelphic is tapping into demographic information, geolocation data, brand information, and more tied to geofencing and other capabilities being drawn from Factual's giant collection of data on local businesses and points of interest.