PlaceIQ layers observed consumer behavior and movement data on top of a first dimensional base map of location data, ingesting somewhere north of 1 trillion data points to build profiles of audiences. Basically, it tracks how people move (anonymously) and helps brands understand how effective their ads are at affecting real-world movement.

Duncan McCall, PlaceIQ CEO, says he sees the tracking of consumer behavior through mobile as a means to understand consumers better. “This year, for example, we took scaled learnings derived from human behavior and applied them in new ways, such as informing brand decisions outside of traditional media,” stated McCall.

In addition to the funding, PlaceIQ is also adding George Bell, formerly of Jumptap and Excite, to its Board of Directors. Bell will serve as the board’s chairman.

PlaceIQ’s recent partnerships include market intelligence firm IRI, which provides insights into several different sectors through the use of big data. The company had a number of key hires in 2015, including Todd Benedict as SVP for national sales, and Eddie Smith, who was brought on as VP for channel sales.

Including the latest round of funding, PlaceIQ has now raised $50 million from investors.