Cannes Lions Recap – The Rise of Consolidation and Efficiency

As an admirer of all things luxe, Cannes Lions holds a place near and dear to my heart. From the rosé to the yachts and networking in between, it’s truly a week where everyone is ready to mingle and learn something new within our vast industry. Amidst the shuttling from meeting to meeting (and of course, glasses of rosé), there were several themes that popped out to me compared to years past.

Factual and Adform Partner to Expand Location Data Access Across Europe

Today we’re pleased to announce a new partnership with Adform, a leading European-based, full stack advertising technology platform, to give advertisers increased, direct access to high-quality global location data across Europe.

This new partnership expands Factual’s presence and capabilities across Europe and continues its investment since announcing the company’s expanded European operations earlier this year. Media targeting using Factual’s data in Europe more than doubled from 2015 to 2016, and according to eMarketer, the European mobile advertising market is expected to reach to $40 billion by 2018.

Through this Adform partnership, advertisers can access Factual’s standard audience taxonomy and custom segments using Adform’s data management platform. Factual and Adform are also exploring a demand side platform integration that would allow seamless access for buyers to build and deploy location audience segments through Factual’s Geopulse products.

Recently ranked a ‘Strong Performer’ by Forrester Research in both their DMP and DSP vendor evaluations, Adform is one of the world’s largest private and independent advertising technology companies. With offices in 18 countries, Adform has more than 750 employees globally throughout Europe, North America, MENA and APAC.

“Robust and accurate location data has rapidly become an essential part of highly effective campaigns. To this end, we’re excited to partner with Factual to make their location data easily accessible through our platform,” said Jurjen De Wal, Product Director Mobile Solutions, Adform. “Combining high quality location data with an extensive reach across Europe will give our buyers the tools to build stronger audience insights and targeting capabilities to better drive their digital marketing efforts.”

Factual Providing Location Data in Deal with Snap Inc.

Factual is pleased to announce an agreement with Snap Inc, through which Snap will leverage Factual’s flagship data product, Global Places, for access to location data that can be used to power experiences within the Snapchat mobile app.

At Factual, we believe great products and user experiences, both consumer and marketing-based, are built on high-quality data. As the neutral location data company making data accessible to everyone, our mission has been to build the biggest trove of location data in the world and share it with developers, marketers and enterprises. We believe location is an incredibly valuable signal and a core differentiator for mobile based products, and will be more and more embraced by the best mobile companies.

Snap Inc’s innovative use of location has continuously impressed us, and we are thrilled to partner with the company to help drive more fun and surprising user experiences. During Snap Inc’s first earnings call in May 2017, the company announced it had 166 million daily active users on average.