Big data company AdNear and media agency network Mindshare have partnered to bring audience and location-based mobile advertising services to brands across the APAC region.

Mindshare will leverage AdNears location-based audience technology using its database of more than 245 million user profiles across the Asia-Pacific market. The companies hope the partnership will enable brands to reach out to a fast expanding mobile demographic through targeted marketing campaigns amidst the ever-expanding mobile advertising market, which is expected to account for nearly a quarter of digital ad spend worldwide in 2014.

“AdNears proprietary technology will add a fresh dimension to Mindshares robust bouquet of mobile marketing solutions,” said Sanchit Sanga, head of digital for Asia at Mindshare. “Location, time and context data are becoming increasingly essential for accurate targeting and dynamic messaging, AdNear will plug that gap for our clients.”

“Asia Pacific has a steadily maturing mobile ecosystem and businesses her are starting to realise the potential and power of targeted mobile marketing,” said Amrita de la Pena, regional sales director for southeast Asia at AdNear. “This partnership will help brands discover their customers through data, and stay relevant in the fast-changing mobile environment.”