January 19, 2017

Location, Location, Location: Look Who's Tracking

Gravy Analytics Raises $7.7 Million to Capture Event Attendance

PR Web

Gravy Analytics has an intriguing business: they build a huge database of real world events, like yoga classes, wine tastings, and real estate open houses, and then use device location information from mobile app partners to identify the devices that attended. This information can be enhanced with demographics and then sold to event organizers (or their competitors).  The company has also started offering it to mobile advertisers as audience segments in DMPs like BlueKai and MediaMath, Of course, no personal identifiers are attached and, when I asked about privacy concerns, the company said no one had ever raised any. Gravy says it tracks one million events each day, 240 million mobile devices, and 15 billion daily location signals. It just raised a $7.7 million Series B, bringing total funding since 2011 to $21.7 million.

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Nikaza Makes Mobile User Information Available for Real-Time Advertising

PR Web

Not satisfied with knowing who attended your event? Perhaps you’d like to know where they are during the event itself? Nikaza just launched Context Hub, which connects with indoor beacons, Wifi, and other proximity technologies to follow consumers as they move through a store or other space. They make the location and context available in real time to mobile advertisers so they can tailor their bids and messages appropriately. Again, no personal identifiers are shared. The company is starting with a network of 400 venues and hopes to add many more.

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Glympse Lets Private Groups Share Location Data

Marketwired

But why stop at people when there are so many other Internet-connected things to watch? Glympse is a free app that lets people (or companies) track locations of connected devices, which could include phones, wearables, cars, delivery trucks, or service people. It recently announced FamilyMap, which lets people share location data within a group. The Glympse Web site doesn't mention using the data for customer tracking or advertising, although the company’s privacy policy explicitly leaves open such possibilities.  With consent, of course.

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