The new partnership expands Factual’s presence and capabilities across Europe and continues its investment since announcing the company’s expanded European operations earlier this year. 

The partnership will allow advertisers to access Factual’s standard audience taxonomy and custom segments using Adform’s data management platform.

The two companies are also exploring a demand-side platform integration, intended to allow access for buyers to build and deploy location audience segments through Factual’s Geopulse products.

“Robust and accurate location data has rapidly become an essential part of highly effective campaigns," said Jurjen De Wal, product director mobile solutions, Adform.

"To this end, we’re excited to partner with Factual to make their location data easily accessible through our platform.  

“Combining high quality location data with an extensive reach across Europe will give our buyers the tools to build stronger audience insights and targeting capabilities to better drive their digital marketing efforts.”