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Adelphic and Factual Partner to Offer Location-Based Mobile Ad Targeting Capabilities

We are excited to announce our partnership with Adelphic, the leading mobile-first demand-side platform for agencies and brands. Adelphic has integrated our Geopulse Audience and Geopulse Proximity products into their demand-side platform to enable their clients to better reach their target audience and deliver a more relevant mobile ads based on the context of mobile users’ locations.

With Geopulse Audience, Adelphic’s advertisers can target mobile campaigns against over 100 defined audience segments spanning demographic (such as household income, age, and gender), geographic (such as home postcode and frequented areas of activity), behavioral (such as business traveler, fast-food diner, and in-market auto buyer), and brand affinities (such as Taco Bell diners, Target shoppers, and Disney Resort visitors). Geopulse Audience builds these segments by analyzing the location data flowing through Adelphic’s platform. It develops an understanding of mobile users by examining the way users move through the physical world, looking for repeat behaviors that indicate the various attributes.

Geopulse Proximity offers advertisers the ability to use popular location-based targeting techniques such as geofencing and geoconquesting in a sophisticated and flexible way. Through Adelphic’s DSP, advertisers can now deliver ads to mobile users based on where they are in real-time, specifying places with any combination of business category, name, merchant, and geographic region on a global basis. They can set up fences of varying sizes across any number of places in any or all of 50 countries around the world.

Both Geopulse Audience and Geopulse Proximity leverage our Global Places data, a comprehensive, global dataset that covers over 65 million local businesses and other points of interest in 50 countries. This data is constantly being updated so that advertisers can be sure that if they are trying to reach users who are at independent coffee shops, for example, they are actually reaching users at coffee shops instead of users who are at stores that used to be coffee shops.

“Targeting with location data dramatically increases the relevance of ads delivered to consumers, and this relevance in turn drives performance for brands,” said Michael Collins, CEO of Adelphic. “Factual’s location-based data will allow Adelphic clients to create more impactful campaigns at scale, the positive effects of which will be felt at both the digital and brick-and-mortar level.”

Mobile campaigns incorporating location-based targeting consistently out-perform industry averages. Adelphic takes a sophisticated approach to using data in mobile advertising and we believe their advertisers will see a tremendous amount of value from the combination of Factual’s products and Adelphic’s platform.