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BizReport : Mobile Marketing : July 09, 2013

Factual release bridges location data, mobile apps, ads

Today a new release in the mobile space may open the burgeoning market for even more advertisers. From Factual, the Geopulse Audience and Geopulse Proximity tools, which bring location data into the mobile app and ad space.

by Kristina Knight

The releases from Factual should help push more relevant ad and app content to consumers; relevance is important across the internet, but especially in the mobile space where research has shown that more users are looking for store locations or product data to make immediate purchases.

"At Factual we believe that the future of mobile will be built on location. With our vast amount of location data and our technology stack, it is a natural fit for us to expand our focus to meet the demand in the mobile market from partners to better leverage the location capabilities of mobile devices," said Gil Elbaz, founder and CEO of Factual. "We are excited to partner with mobile industry leaders MoPub and Turn and look forward to working together to deliver more relevant mobile experiences for advertisers and consumers."

The Geopulse Audience option takes time-stamped location data and creates real time user profiles, including demographic and behavioral data. The tool is set up to help publishers and content developers serve better ads and content to their mobile readerships.

Meanwhile, the Geopulse Proximity tool uses geofencing technology to give mobile brands and publishers a better idea of what the dearth of data collected in the mobile space means. The tool takes global data to coordinate data. Turn is one of the first platforms to integrate the Geopulse Proximity tool into their platform.

"Hyperlocal targeted mobile advertising performs significantly better than industry average by delivering an ad that is contextually relevant to the consumer," said Mark Balabanian, Sr. Director Business Development at Turn. "Geopulse Proximity enables us to offer hyperlocal targeted campaigns to our advertisers on a global basis with a flexibility and ease that makes these types of campaigns viable to execute at scale."

Image via Shutterstock

Tags: Factual, location based advertising, mobile advertising, mobile marketing, mobile trends

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