February 21, 2018

Location-Based Targeting Keeps Getting Better

Ground Truth Launches Self-Service Platform for Location-Based Advertising

Ground Truth

Let’s look at some location-related items. Here’s a new self-service platform for location-based advertising from GroundTruth, which says it sees two-thirds of U.S. smartphone users. Just sign up, register a credit card, and start targeting ads to people near a specific location. Lots of possibilities here. I wonder if they take payment in rubles?

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Factual Adds Analytical Services Using Location Data

Business Wire

Factual also targets advertising by tracking mobile devices against a huge location database. They’ve launched two new analytical services that leverage their data. Geopulse Insights develops targeting strategies based on the visitor demographics and behaviors during the purchase process. Geopulse Measurement estimates campaign results by correlating ad campaigns with store visits. Fun!

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IRI and Alphonso Relate TV Ad Views to In-Store Sales

Alphonso

And more analytics: TV ad data from Alphonso has been integrated with IRI Lift, which measures the impact of media programs on retail sales. Alphonso has two data sets: one tracks exactly when and where TV ads are shown and the other tracks ads viewed on 40 million smart TVs and similar devices. All with thorough privacy protection, of course.

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