Factual announces handles apple and facebook for improved location data


Marketers and publishers are simply beginning to know that because the cookie ended up being to desktop advertising, location information is to mobile. Location history is beginning to change into a type of cookie replacement for mobile advertising, but one that’s better and effective than cookies.

It goes way past the archetypal mobile-location use situation (“You’re walking with a Starbucks…”). However, most brands and marketers still think more conventionally about location when it comes to real-time geofencing or closeness targeting.

“When you are looking at mobile, location may be the critical bit of data that’s underutilized,” explains Factual Chief executive officer Gil Elbaz. Factual, which now describes itself like a “location platform,” just announced expanded location-data deals with Facebook and Apple:

Our data stack is made to distill lower vast amounts of information from countless different sources right into a clean, comprehensive, current database of places in 50 countries. It incorporates new inputs in tangible-some time and can rapidly rebuild the whole data set once we enhance the data stack itself, giving us an amazing quantity of versatility and agility in building data. The sophistication in our data stack and resulting versatility and agility improves our capability to provide more and better timely data to Apple Maps.

Better places information is a little but critical area of the story. More interesting is when location can unlock specific audiences, even hyper-targeted audiences. Factual has generated a lot of “off the shelf” audience segments it provides to partners, for example in-market auto buyers, heavy QSR patrons and business travelers, among many more.

Factual may also create custom segments, which illustrates the potential for location intelligence. For instance, the organization lately helped a significant US amusement park find out the top ten countries its visitors originated from. This then permitted the amusement park to focus on leisure travelers within their home countries and discover lookalike audiences of potential visitors.

Other types of targeting very specific audiences include people who’ve visited a dental professional previously month or female yoga enthusiasts. Such specialized audience groups could be difficult otherwise impossible to reliably target around the desktop.

There are a variety of platforms and suppliers that share this vision of location like a entrance into audience segmentation and targeting (among other use cases). Beyond Factual, a non-exhaustive list includes Moasis, NinthDecimal, Placed, PlaceIQ, Skyhook, ThinkNear, Verve, xAd and YP.

Buyers and agencies are progressively increasingly educated concerning the options. They’re beginning to make use of location in an effort to gain insights about customer behavior, being an analytics tool to look for the effectiveness of other media channels (e.g., TV and outside), and a method to achieve prospects any place and time — not only when they’re inside a mile of the Best To Buy or perhaps a Starbucks.

Resourse: http://marketingland.com/

Apple – WWDC 2014