Why should consumer marketers have all the tracking fun? San Jose-based KickFire uses IP addresses to identify the company of Web site visitors. It has just announced a partnership with account based marketing ad vendor Terminus, which will measure how many Web site visitors come from companies targeted by Terminus-placed ads. It will also identify companies of other visitors, who are presumably also potential prospects.
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.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.