Blis Releases Location-Based Analytics Tool That Shows How People Interact With Their Environments

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Unlikely insights into consumer behavior can help move the needle, and location data is a rich source of unlikely insights. On Tuesday, UK-based location data company Blis released an analytics tool in beta called Smart Trends that blends point-of-interest (POI) data and offline movement data to draw conclusions about how people interact with physical locationsContinue reading »

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Little Has Changed For Location Data Company Placed After Its Snap Acquisition

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When Snap acquired location-based data company Placed over the summer, agencies got excited about the prospect of intermingling the data sets – but that won’t be happening anytime soon. Placed will not share any advertiser or partner data with Snap, Placed CEO and founder David Shim told AdExchanger. “Keeping the data set separate is important ifContinue reading »

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Beacons Are Still Trying To Find Their Place

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Although the industry is settling on a few practical uses for beacons, primarily as a helpmate for attribution, they’re just one marketing data point among many – a tactic. “Beacons are only one piece of the equation, a component of a larger effort,” said Chris Cunningham, CRO of proximity and location data aggregator Unacast. “There areContinue reading »

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Pinsight Taps Carrier Data To Verify The Accuracy Of Location-Based Campaigns

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Marketers are open to spending on location data, but they lack the proof to show that their efforts are working. “It’s a dilemma,” said Kevin McGinnis, CEO of Pinsight Media, a Sprint-owned mobile analytics company with access to anonymized first-party mobile carrier data from Sprint subscribers. That’s why Pinsight, which helps its advertiser clients gatherContinue reading »

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Edgewell Gets Personal With Location-Based Consumer Intel

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Where a person goes can be used as a solid signal of intent, but that signal gets stronger and more predictive when location is combined with shopper marketing data. Although the insights aren’t always intuitive, they’re always useful, said Kim Riedell, a Digilant vet and SVP of Advantage Media, the media-buying arm of Advantage Solutions,Continue reading »

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Android And iOS Updates Pump The Brakes On Location Data

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Location policy changes for Apple’s iOS 11 update coming in September and Android O, which is still in developer preview, will alter the way consumers dole out location data and have ripple effects for mobile marketing. The most consequential new policy will be on iPhones and iPads, where a blue bar at the top ofContinue reading »

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PII: Programmatic Vet Picks Placed To Bring Location Data To Media

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This is the latest installment in “PII,” a series featuring the talent that makes the wheels turn in our data-driven advertising world. Read previous interviews with talent from Mindshare, Mediavest | Spark, Razorfish, Essence, INNOCEAN and Clear Channel Outdoor. Former Brightroll and Amazon exec Craig Whitmer recently joined location data company Placed as VP of programmatic. Placed “measures what people doContinue reading »

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