• by Felicia Greiff , Staff Writer, January 15, 2016

The funding will be used to improve PlaceIQ's audience platform and foot traffic measurement technology, hire staff and expand internationally. The company, with offices in New York, Palo Alto, Chicago and Detroit, has raised more than $52 million to date.

PlaceIQ's co-founder and CEO, Duncan McCall, talked about the new funding with Real-Time Daily. The following conversation has been edited and condensed.

Real-Time Daily: Are you going to hire in any particular departments or locations?

Duncan McCall: It will be across the board. At a company like ours, we’re always recruiting. We're a very tech-heavy company, and a lot of our time is spent building this incredibly powerful platform, and continuing to build it up. It’s more of an overall objective.

RTD: Can you talk about your current offering?

McCall: We’ve really been focused on using the concept of location not just to organize data but to understand consumer behavior... We’re now at an interesting stage where the ecosystem has evolved. The PlaceIQ solution has evolved. It can be consumed with media or without media. And we now have this construct where our clients are using our data to measure foot traffic (place-visit rate). This product measures ad exposure that drives people to a retail location or car dealership.

RTD: What comes next?

McCall: The opportunity keeps getting bigger in terms of applying our data across categories. It doesn’t mean we’re trying to be everything to everyone... Now, we're applying our data to mobile, display and others, sometimes ourselves and sometimes with partners. This round of funding is the next stage of business as we grow into a data enterprise company.

RTD: What’s your outlook for the coming year?

McCall: We've been lucky to have investors who pushed us to innovate. This is a whole new frontier... It's somewhat of a milestone. So much hard work is behind this.