YP announced the release of its new location data visualization methodology, Audience Cartography, which allows multilocation businesses such as restaurants,
retailers, and auto dealers to refine advertising campaign targeting and establish attribution, according to a report on Street Fight. "YP’s location data
comes from several sources, including the information it collects from its own app as well as the in-app inventory it buys from the advertisers with which it partners. The company is also selective in
the location data it actually uses for its client reports: YP discards almost 70 percent of the data at its disposal, presenting only the higher-quality figures to its clients, according to Bill
Maslyn, director of digital ad products for national markets at YP. Using this location data, YP provides an interactive click map on which businesses can see
how many consumers have interacted with their campaigns. It is also now providing customers with store location heat maps that allow advertisers to gauge their success in courting customers of
different sorts of demographics in various locations."Read the whole story at Street Fight »
