location data

The metaverse hype is over; Apple Maps forays into advertising; and streamers vie for HBO Max and the WBD studio archive.

AudienceMix, a new curation startup, aims to make it more cost effective to mix and match different audience segments using only the data brands need to execute their campaigns.

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.

For too long, marketers have been stuck in a false dilemma: Do you want reach, or do you want relevance? Mass exposure, or accurate targeting?

Life360, a popular family safety and tracking app, announced its first location-based ad targeting solution, called Place Ads, and a foot-traffic analytics product named Uplift that measures store visitation.

T-Mobile may be considering an acquisition in the mobile data market; Google’s glitch shuts down ads for a weekend; and ad tech’s old guard is salivating over AI startups.

Although most people probably understand in an abstract way that they’re being tracked online, the details are fuzzy. Honestly, the details are fuzzy to me, and I write about this stuff for a living.

ChannelMix is InMarket’s fifth deal within as many years.

In today’s newsletter: Companies looking to sell data target the US market; which media companies to bet on at TV upfronts; and generative AI data licensing is the new publisher revenue stream.

Now, advertisers have more flexible access to the MTA’s four million daily riders while they’re inside the stations, waiting for their trains.

The partnership announced on Thursday between MediaMath’s new owner, Infillion, and programmatic media buying platform AdLib isn’t a typical integration. It’s what you might call a reintegration.

The push for more privacy-compliant ad targeting, combined with recent advancements in the use of on-device signals like location and biometric data, could mean the industry is finally primed to unlock mobile’s true value.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. When Ad Dependence Is Independence Buried in a worthwhile Economist longread about mainstream news and The New York Times struggling to balance revenue needs with journalistic standards is an interesting nugget about the value of an ad-based business versus one that relies on […]

Yahoo’s new Blueprint feature for its DSP offers midflight optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime value and likelihood to convert.

U.S. state privacy laws are multiplying at a dizzying rate. Here are the key points to know for the collection and processing of sensitive information for the rest of 2023.

Legal drama alert: The Federal Trade Commission refiled its privacy complaint against Kochava earlier this week. The case is under a temporary seal, so details are thin on the ground (for now).

Before DOOH can court bigger ad budgets, it must adapt the automated tools marketers use for measuring and buying against performance to a media channel that straddles the online and offline worlds.

Political advertising is in full swing for the US midterm elections. We go deep into where candidates are spending their digital ad dollars and how they’re using data, with special guest Grace Briscoe, who oversees some 850 ad campaigns as head of political business for Basis.

The FTC sued Kochava on Monday for allegedly selling visitation data tied to abortion clinics, mental health facilities, places of worship, domestic abuse shelters and other sensitive locations.

Waze, which was acquired by Google in 2013, now has 140 million monthly active users across the globe. Waze does serve ads based on real-time location, but the company refers to this as contextual because the ads are based on wherever a given device is in the moment, rather than any meaningful connections or patterns about a particular user.

Marketers today have many data sources available to them, giving them the option to tailor data sets based on their specific needs. Whether it’s for audience segmentation or business operations, it can be tempting to buy the biggest data set available. However, it’s important that marketers think twice before diving in, especially when it comes to location data, writes Jeff White, CEO of Gravy Analytics.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Games Or Gains? Gaming on Netflix isn’t taking off. That’s hardly surprising – you may very well not even have known Netflix has gaming. And that’s a problem for Netflix, which is looking to increase its subscriber base (or at least keep existing subscribers […]

Advertisers love a captive audience, and there are few audiences more captive than mass-transit riders. So it was perhaps inevitable that Intel-owned urban mobility app Moovit would launch an ad platform. Moovit’s advertising service is live for advertisers in Latin America, Italy and Israel, and the company plans to roll it out everywhere its app is used.

In today’s hybrid retail environment, customers can window shop in person or comparison shop online before completing their purchase in a store or on the internet. Or they partake in “buy online, pick up in store” (BOPIS). The need to capture the customer’s journey between online and offline behavior was the seed for Foursquare’s new Closed Loop feature, the location data platform’s latest addition to its attribution product

A rundown on the state of TikTok’s ad platform, including its attribution woes. (But you’d be crazy not to advertise there.) And location-data-related privacy issues that will crop up should Roe v. Wade be overturned.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Relay Interference  Mobile carriers hate Apple iCloud Private Relay, an iOS 15 feature that encrypts location data, IP addresses and Safari traffic so that no companies, including Apple, can track web usage. In Europe, four carriers – ​​T-Mobile, Orange, Vodafone and Telefónica – are […]

Amazon The Impervious Google and Facebook are reeling from data privacy changes. Tim Cook warned investors that Apple underestimated part shortages and would not meet demand until next year. Macy’s slimmed its store inventory. Disney’s production schedules are delayed by months and even years. And Amazon is – doing great. The ongoing supply-chain drama, COVID-19 fallout […]

The Location Equation Location data companies have seen an uptick in inquiries from government officials and public health groups, The Washington Post reports. It’s no surprise – health officials and local governments had to track the effects of quarantine measures as well as next-order impacts on public services, such as transportation. Though the applications are […]

After a tough year for the out-of-home industry, the world is starting to open up – and so are advertiser budgets. Digital out-of-home (DOOH) alone is projected to grow 20% next year, according to MAGNA. There are an estimated 1.25 million digital screens in the US across billboards, street furniture, service kiosks, screens in bars, […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Audit Demanded Remember when the TV networks and Nielsen got into a pretty big fight because Nielsen didn’t do such a great job of measuring TV audiences during the pandemic? Well, CBS, ABC, NBC and other TV networks are now calling for an audit […]