This is the latest installment in “PII,” a series featuring the talent that makes the wheels turn in our data-driven advertising world. Read previous interviews with talent from Mindshare, Mediavest | Spark, Razorfish, Essence, INNOCEAN and Clear Channel Outdoor. Former Brightroll and Amazon exec Craig Whitmer recently joined location data company Placed as VP of programmatic. Placed “measures what people do […]
Convenience store chain QuickChek is placing location at the center of its digital strategy. It wants to prove that digital spend leads to foot traffic, said Eric Rush, digital marketing manager at QuickChek, which operates 140 retail locations across New Jersey and New York state. QuickChek only started to seriously invest in digital channels roughly […]
Investors are bullish on location. “We think there is a lot of promise in location,” said Anders Richardson, managing director of Palisades Growth and an xAd board member, speaking at an xAd event in New York City on Thursday. “It’s amazing to me what it allows marketers to do.” In other words, providing a conduit […]
MasterCard is partnering with location data company PlaceIQ to help retailers and merchants connect what people buy to where people go. The relationship, unveiled Wednesday, “paints a much richer picture than location or transaction insights can provide by themselves,” said Shubhra Srivastava, VP of media solutions at MasterCard. “Location data complements transaction-based insights and provides […]
Early Wednesday morning, a week after the initial US launch of Pokémon Go, a small milling crowd formed outside Barney Greengrass, an iconic Upper West Side Jewish deli and a “PokéStop” – a real-world location anchored in the augmented reality game interface. It’s not unusual for queues to form for bagels and smoked fish, but […]
Augmented reality seems to have hit its mainstream stride with the runaway popularity of Pokémon Go, and users are having a blast – but location-based marketers are also getting pretty stoked. “This is like the best high-profile marketing campaign for location intelligence that anyone could ask for,” said Foursquare president Steven Rosenblatt. For those living under […]
Facebook, which recently took the wraps off a tool that lets advertisers link location-aware ads to store visits, may have more than 1.5 billion users, but scale isn’t the only prerequisite for cracking offline attribution. “My question for Facebook would be: Do they know the spatial outlines of every McDonald’s in America?” said Duncan McCall, […]
Cardlytics, which helps advertisers like Starbucks activate audience data from bank partners like Bank of America, Citibank and PNC, is working with Drawbridge to assess how cross-device exposures affect online and in-store purchases. Drawbridge is the first cross-device platform to access Cardlytics Measurement, a tool that gauges metrics like average basket size and the view […]
The promise of location data is one thing. The undeniable issues around scale and inaccuracy that come along with it are another. “No one disputes that the accuracy and quality of physical data is way below average,” said mobile tech vet Chris Cunningham, who on Wednesday took the reins as CRO of beacon and proximity […]
There’s an opportunity around location that extends beyond targeting consumers with ads for mayonnaise or corn flakes when they’re walking down an aisle in a grocery store. “The location data opportunity is still unfolding,” said Tracey Scheppach, EVP of precision video at Publicis Groupe’s Starcom MediaVest. “As agencies start to get smart about things like […]
Macy’s is getting experimental with location data. “Location data can help us move from cross-device to omnichannel,” said Kimberly Yarnell, VP of digital media at Macy’s, speaking at the Mobile Marketing Association’s mobile location leadership forum on Thursday in New York City. “I like to think about location as being the key to providing context […]
Call it the holistic grail: the ability to connect advertising, ecommerce activity and in-store buying with a single measurement. No one’s filled that gap yet, but a bunch of companies are taking incremental steps. Earlier this month the location analytics shop Placed added a product for attributing in-store lift to its suite. Then last week […]
Location data is buzzing at Mobile World Congress in Barcelona. “Where you go is who you are,” said Daniel Rosen, global director of advertising at Telefónica, speaking at an MWC Mobile Media Summit (MMS) satellite event. “[It’s] hugely powerful.” That’s coming from a carrier with its own mobile exchange, Axonix, an audience buying platform fueled […]
Brands are experimenting with proximity marketing, but consumers aren’t always willing to give up their location data. As Pew noted in a recent study on privacy and information sharing: “Location data seems especially precious in the age of the smartphone.” Spam, the risk of data breaches, overdone customer profiling and data being collected for one […]
Some people might describe Foursquare’s shift from location-based social network to a purveyor of location data as a pivot. But Steven Rosenblatt, newly appointed president of Foursquare, prefers the term “evolution.” “We’ve been building the world’s largest location intelligence data company for some time,” said Rosenblatt, who came to Foursquare in 2012 after several years […]
Accuracy is a spectrum when it comes to location data. And because there’s no systematic way to discern between different types of location data, including how granular it is or when it was derived, the buy side is confused and reluctant to spend. “When we ask clients what the stumbling block is for location, they […]
There are myriad reasons why location data can be defective – and fraud is just one small piece of that growing problem. Growing because the lack of industry standards around the collection and use of location data leads to a fair amount of misunderstanding, unintentional discrepancies and widespread inaccuracy. “Location fraud is the easy part,” said […]
Wayne Gattinella, CEO of DoubleVerify, will appear at AdExchanger’s CleanAds I/O conference on June 3, an event addressing inventory quality and supply chain issues in the digital advertising ecosystem. Because of the high demand for mobile location-based data, it’s a big opportunity for fraudsters looking to game geo-coordinates. “With more money flowing to place-based advertising, […]
Publicis Groupe media shop ZenithOptimedia revealed Monday it’s hooking up with mobile data platform NinthDecimal to try and get a handle on offline attribution. Connecting online spend, mobile in particular, to offline purchases, is what keeps agencies up at night. It’s also what keeps advertisers from spending as much as they should on mobile, said […]
Location data platform AdNear is going off-road with its data collection. The Singapore-based company is in the midst of completing a series of tests using drones to collect wireless data, a key ingredient in AdNear’s audience profiles. AdNear has been conducting its drone experiments in several key markets, including Los Angeles, since January. The […]
It’s a mobile world and Rocket Fuel wants a piece of it. The ad network, known historically as a desktop display player, announced Tuesday the launch of Local Lift, a tool that purports to drive in-store foot traffic and measure the results by connecting mobile clicks to store visits. Although this isn’t Rocket Fuel’s first […]
Adobe’s having a good couple of months. Following Forrester’s high ranking of Adobe’s enterprise marketing suite last month, the software company unveiled a series of mobile enhancements to the Adobe Marketing Cloud on Tuesday. Adobe customers can now tap into in-app messaging capabilities and send personalized follow-up emails and other messages based on a consumer’s […]
Here’s a potential new acronym for you: MOOH – that’s to say, mobile out-of-home. Digital OOH programmatic player Vistar Media launched an extension of its cross-screen offering Wednesday via a partnership with AirSage, a little-known Atlanta-based company that collects data on consumer location and population movement. AirSage captures and analyzes in the neighborhood of 15 […]
In the two years since GPS solutions provider Telenav acquired hyperlocal ad platform Thinknear, there’s been minimal technology integration between the two companies. But that’s all part of the strategic plan, Telenav vet Loren Hillberg told AdExchanger. Hillberg, who most recently served as VP and general counsel at Telenav, a public company, announced Tuesday that […]
“The Sell Sider” is a column written by the sell side of the digital media community. Receive The Sell Sider in your inbox twice a week by signing up for the email here, and selecting The Publisher Newsletter. Today’s column is written by Alex Linde, senior vice president of monetization at The Weather Company. Mobile can sometimes […]
Cookies are notoriously useless on mobile, but they’re the bread and butter of the Internet. If you go to diapers.com and then hit up Buy Buy Baby’s site, it’s likely you have a new baby in the house. If you use your phone in an airport in Miami and then check in to a restaurant […]
Foursquare founder Dennis Crowley wants users to know that the company has moved away from the check-in, its former flagship service. The location-based platform’s future now lies in technology that enables users to do personalized local searches and find their friends on any device. “Our goal is to reinvent local search and local discovery,” said […]
Location-based ad network Thinknear (a division of Telenav) on Monday unveiled its Location Score to help advertisers gauge the accuracy of location data. The Location Score is a 100-point scale (100 being most accurate) that helps marketers understand the quality of location data used in their campaigns. The technology uses Thinknear’s platform to quantify the […]
Demand for location-based ad inventory is rising and PubMatic, the supply-side platform (SSP) provider, is one of the latest companies to boost its location-enabled inventory. PubMatic teamed up with location-based ad network xAd to create a programmatic marketplace of location-verified inventory, the companies said Friday. “Location is critical from a mobile standpoint,” said Bob Walczak, […]
Facebook’s unveiling last week of a mobile feature called Nearby Friends, through which it might enable location-targeted ads, places the company in a highly competitive segment of tech vendors offering similar products. The company that will develop the best location-targeted ad product, however, is the one that will couple it with the most relevant consumer […]
