Factual Aims For Scale, Partners With Adobe, Oracle

Factual, a location data ad-tech company, announced on Thursday integrations with platforms including Adobe, LiveRamp and Oracle Data Cloud. This play for scale offers Factual greater reach across marketers and publishers interested in location data and geo-targeting.

For example, Factual’s Geopulse Audiences includes over 400 tailored demos marketers can now access through various DMPs.

“Every marketer strives to deliver relevant, compelling messaging to their customers. First-party data is a key component — but it’s only one piece of the puzzle,” stated Luke McGuiness, head of data monetization at LiveRamp. “Now, marketers can easily resolve first-party data alongside quality location data, to develop a 360-degree view that reflects people’s real-world behavior.”

Location data has played an increasingly important role in ad targeting. The 2016 elections showed the power of this data, with both major general election campaigns heavily increasing spending on digital and mobile targeting.

This trend is bound to affect other digital campaigns, as users are increasingly on their phones and remain digitally connected throughout the day.



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