Factual said developers, publishers, advertisers, and enterprises use its location data to make geo-fencing and location history-based (latitude-longitude) mobile audience segments available to TubeMogul clients for real-time mobile targeting.
For marketers that don't have first-party data integrated in a way that they can activate it for targeting, mobile location data remains one of the best proxies for deterministic reach.
Through the integration, advertisers can apply Factual’s customizable location-based audiences and geo-fencing capabilities to increase scale across premium inventory providers, as well as amplify video and display ad formats served within mobile applications. Marketing and media agencies including DWA Media, Boston, have implemented campaigns with Factual’s data through TubeMogul’s platform in a closed beta testing phase.
Both Factual’s Geopulse Proximity and Geopulse Audience run on Factual’s Global Places dataset, which covers over 100 million business listings and points of interest across 50 countries. Geopulse Proximity enables marketers to target mobile users with hyper-relevant messaging based on their current locations. For example, it can target all individuals within 100 meters of Shake Shack locations in Brooklyn, New York. Geopulse Audience enables marketers to build customized audience segments based on historical location and visit frequency data.
“Factual's location data has been used by some of the biggest companies in the world to help people get around challenges in reaching their audience on mobile devices,” Antoine Barbier, senior director, mobile, TubeMogul, told Real-Time Daily via email. “We're excited to continue the work we've done with them and DWA to help marketers get a better understanding of how digital ads affect real-world behavior."