Going Places: PlaceIQ Expanding Overseas

Mobile data and cross-platform analytics firm PlaceIQ is launching a major international expansion with a new division covering Europe, the Middle East, and Africa, the company announced today. Led by General Manager Mandeep Mason, formerly of Microsoft, the new division is kicking off in the UK with other countries to follow.
PlaceIQ’s EMEA operation will serve marketers in categories including consumer packaged goods, retail, automotive, entertainment, and consumer electronics with data and analytics on consumers’ locations and activities in order to target mobile advertising. Its capabilities include real-time targeting based on consumers’ current locations and recent actions, including retail purchases, as well as delivering ads based on media consumption habits. The latter includes integration of mobile and set-top-box data through a partnership with Rentrak.
Mason previously led mobile advertising sales and strategy in EMEA for Microsoft. Before that he held senior roles in Nokia’s advertising group and NAVTEQ, now Nokia Here. Along the way he helped launch one of the industry’s first location-based advertising products in the EMEA. He has also held advisory board roles for both the IAB and MMA in Europe.
PlaceIQ CEO and co-founder Duncan McCall noted that the company already has momentum behind the new international business, as some of its brand and agency customers with global operations asked it to bring its mobile analytics products to markets outside the U.S.
Although McCall declined to name specific clients, he said the first UK customers will probably include major brands in the retail and automotive spaces -- categories which have shown themselves especially receptive to new marketing techniques incorporating location data from mobile.
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