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»xAd

Location Player xAd Intros Performance Metric For Foot Traffic

XAd only wants advertisers to get paid if someone actually walks in the door. On Thursday, the location-based mobile ad network said it would allow brands to transact on a cost-per-visit (CPV) basis. Advertisers will be able to make media buys based on foot traffic-related KPIs and only pay for performance. It’s an appealing proposition… Continue reading »
by Allison Schiff // March 16th, 2017 //
»
Location Player xAd Acquires WeatherBug, Raises $42.5M

Weather data is hot right now. Location-based mobile ad network xAd has acquired WeatherBug, the companies said Tuesday. WeatherBug operates a live weather website and app with more than 20 million unique users, as well as a network of more than 10,000 private automated weather stations across the country. It’s a page out of IBM’s… Continue reading »
by Allison Schiff // November 14th, 2016 //
»
Discrepancies: The Stuff Of Nightmares For Ad Ops

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Sudha Reddy, director of ad operations, West Coast, at xAd. While it seems that everyone is talking about header bidding, fraud, cross-screen, viewability and data, I see the biggest issues facing the industry being… Continue reading »
by AdExchanger // October 28th, 2016 //
»
Macy’s Talks Shop On Its Location Data Strategy

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… Continue reading »
by Allison Schiff // March 25th, 2016 //
»
Mobile Player xAd Snags $50M In New Funding, Says It Doesn’t Even Need It

Following a $50 million infusion of cash Thursday, mobile location vendor xAd appears to be sitting pretty. The money is a combination of equity and debt financing. XAd is not publicly disclosing the split. According to CEO Dipanshu Sharma, the company doesn’t “have any immediate plans for the funding,” which came courtesy of Institutional Venture Partners,… Continue reading »
by Allison Schiff // September 4th, 2014 //
»
The Bartender’s Guide To Blending Better Mobile Audiences

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Dan Silver, director of marketing at xAd. Two parts first-party data, a splash of third-party segmentation, garnished with a slice of real-time consumer behavior. If only building mobile audiences were… Continue reading »
by AdExchanger // July 3rd, 2014 //
»
PubMatic Joins Forces With xAd On Location-Enabled Inventory

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,… Continue reading »
by Judith Aquino // May 16th, 2014 //
»
Location Accuracy: Three Common Questions

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Dan Silver, director of marketing at xAd. Things move quickly if you’re a mobile location technologist. A week can feel like three months, and if you’re not paying attention, it… Continue reading »
by AdExchanger // April 17th, 2014 //
»
Columbia Drives In-Store Sales With Location-Based Mobile Ads

Location data is a key component of many mobile ad strategies, but more is needed to make the ads relevant. Sportswear company Columbia wanted to reach people who were likely to be interested in its Omni-Heat jackets, but it knew that serving ads in cold climates wasn’t enough. Through the ad agency BSSP, Columbia tapped… Continue reading »
by Judith Aquino // March 25th, 2014 //
»
Placed Launches Mobile Attribution Tool Linking Mobile Ads To In-Store Visits

Tying mobile ad impressions to in-store visits is critical for advertisers looking to measure the value of their ads. Location analytics company Placed is approaching the challenge with a new product called Placed Attribution, that provides metrics around the number of people who saw an ad on their smartphone and then visited the advertiser’s store.… Continue reading »
by Judith Aquino // August 14th, 2013 //
»
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