• by Alex Weprin , April 19, 2019

The location-focused data company Factual is adding to its suite of measurement products.

The company says it has launched Measurement Intelligence, a new solution designed to help advertisers optimize campaigns on platforms like over-the-top video and digital out-of-home.

Factual’s data is built around “real-world conversions, like visits to stores or restaurants,” Factual CMO Brian Czarny tells Digital News Daily. The company is trying to connect ads that consumers see through programmatic exchanges, OTT and DOOH with actual foot traffic. 

The company counts Roku, Samsung Ada and Vistar among its partners on the new platforms. It currently counts the top 50 national advertisers as clients.

The new offering includes elements like mid-flight optimization, with data updated weekly rather than after a campaign is complete. Deterministic measurement, built on the company’s Observation Graph of more than 300 million devices. It also includes an improved measurement of lift and other attributes, with cross-screen measurement that incorporated the Unified ID from The Trade Desk.

“Measurement Intelligence not only tracks and optimizes campaigns based on conversions, but also unlocks new insights that a brand can then use to better understand and engage customers,” Czarny says.

Measurement Intelligence is the company’s second offering, following Measurement Data, which it launched last year. The company also raised $42 million last year and expanded into the Asia-Pacific region.