Today we announced a partnership with InMobi, the world’s largest independent mobile advertising platform, to create a rich set of audience targeting solutions for brand advertisers. InMobi’s anonymous data set of global mobile consumer activity will be combined with Factual’s location-based data to build geo-derived audience segments worldwide. This partnership enables marketers to globally leverage a richer set of geo-targeting features that incorporate geo-based consumer intelligence at a large scale.
Brands are often challenged by ‘ad spillage,’ or dollars wasted when an advertisement reaches audiences outside their geo-spatial target segment. Providing advertisers with rich contextual data on consumers enables delivery of relevant ads with higher campaign efficacy, or lower ad spillage.
InMobi gathers anonymous user data from the 759 million monthly active unique users on its network. To enhance an advertiser’s targeting efficacy, InMobi builds on this understanding of users by partnering with multiple data-specialists across the ecosystem, such as Factual.
The partnership between InMobi and Factual will help advertisers understand how consumers move through the physical world by using aggregated anonymous user location data. Factual’s Global Places data covers over 65 million businesses and points of interest across 50 countries. Geopulse Audience uses this understanding of geography to build location-based profiles that contain hundreds of non-private behavioral attributes describing a user. For example, brands can now run campaigns targeting college students at Starbucks coffee shops or live sports fans at a stadium. In addition, InMobi will provide brands with geographically differentiated insights that will enable marketers to build targeted campaigns. For instance, brands will be able to market to movie goers in New York differently than to movie goers in London.
“As consumers spend more time on their mobile phones, our investments in building the infrastructure that gleans powerful data signals and insights from these interactions will provide increasing value to marketers,” said Anne Frisbie, Vice President & General Manager – Global Alliances, InMobi. “We are committed to enabling consumers and businesses to make smarter decisions. By partnering with Factual, we are able to improve our geo-targeting capabilities, thereby offering more relevant and engaging mobile marketing. Of equal importance, we are able to offer targeted audience buying to brands not just in the US, but around the world.”
Every market in the world is being transformed by mobile – the valuable signals generated by mobile devices enable marketers to deliver contextually relevant user experiences that were previously impossible. We believe that advertisers and developers everywhere are going to benefit from the combination of InMobi’s global reach and the scale of its mobile consumer data, combined with our global location data and understanding.
– Bill Michels, SVP Product and Partnerships