New York-based Cuebiq tracks the locations of 61 million mobile app users, claiming to cover one-quarter of all U.S. smartphones. It uses the data for ad targeting and to measure the impact of ads on traffic at physical locations. It just partnered with Exponential, which will add Cuebiq data to its own interest-based ad audiences.
Identity verification (proving someone is who they say they are) is slightly different from authentication (proving someone is who you think they are).
Reveal Mobile also assembles permission-based local audiences, in its case by gathering mobile device signals through public beacons, GPS, and wifi networks. It recently launched a new platform, Social Direct, that lets marketers select audiences based on location, including visits to their own store or a competitor, as well as broad interest categories. Marketers can then target those audiences on Facebook, Instagram, Twitter, Google AdWords, and other channels.
The U.S. Senate has passed a bill that could potentially ban TikTok in the U.S. if its Chinese owner, ByteDance, does not sell its holdings within a year. The bill now goes to the President Biden, who has said he will sign it. Court challenges are likely to follow.