Transforming location into context

Online contextual targeting is nothing new. Google and others have been using the context or content of a website as an advertising targeting criteria for quite some time. Often the content is even used to approximate the user intent, or make assumptions about the demographic makeup of the site.

As mobile traffic is lacking a persistent identifier, much of this targeting ability has remained elusive for mobile advertisers. Now a new generation of companies is tackling this problem with innovative technology and fresh thinking.

The idea to solve mobile specific challenges with online ideas was always flawed. Mobile is different because it adds a location component to targeting. PlaceIQ is now taking this concept and running with it.

Consider this: over the next few months, much of America’s mobile traffic will become location enabled. As a result, ad request will be able to pass category, publisher information, and location data to the demand side ecosystem. The problem is that a location is hard to decode for most networks or DSPs. A Latitude and Longitude passed as: 42.362258852866965, -71.06977054463653 means very little to an advertiser.

Enter PlaceIQ.
PlaceIQ has divided the world into 100×100 meter tiles. Each tile consists of a collection of Latitude and Longitudes. Now comes the exciting part: each tile is filled with offline, online, and mobile information. As a result the targeting parameter to a DSP is no longer: 42.362258852866965 -71.06977054463653 but rather: User in a high value, high density shopping district, frequented by people with a median income of $78,000, with an affinity to the Volvo car brand….

In other words PlaceIQ is transforming location into context by making Lat/Longs truly actionable. Check out the screenshot below, and expect to see exciting developments from this company.

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