Location-based data specialist Gravy Analytics today announced that it has partnered with adsquare, a provider of neutral mobile data exchange for advertisers and media buyers. With the deal, Gravy’s Audiences solution is now available via adsquare’s Audience Management Platform, enabling marketers already using the platform to target Gravy’s location-based audiences with programmatic advertising campaigns.

Gravy Audiences tracks the offline activities and events that consumers partake in; it uses anonymous mobile location signals and its AdmitOne verification engine to identify patterns in consumer interests and build audiences in such categories as lifestyle, enthusiast, and in-market. The AdmitOne technology can verify consumer attendances at millions of places and events with the goal of delivering valuable insight into consumer activities and interests.

Adsquare’s Audience Management Platform is a data buying and audience modeling tool designed for programmatic buyers. It is primarily built for location data, although adsquare has expanded it by adding inputs for other data types and sources, including household, purchase, psychographic, and apps, as well as proximity and contextual events.