location data

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 […]