Earlier this week, MMW was privy to the details surrounding a new partnership in mobile that was made official this morning.
Placed, a top player in location, just announced the launch of Placed Targeting, a solution that enables advertisers to “step outside of the geo-fence” to reach the right audience wherever they might be in the physical world.
Placed says Verve, a leading location-based platform, is its official launch partner for Placed Targeting.
Utilizing 20 billion continuously measured locations to date and the industry’s first place-based lookalike model, Placed Targeting provides improved campaign performance for advertisers and expanding targetable inventory for publishers and mobile ad networks.
“Proximity is just one tactic when it comes to mobile advertising,” said David Shim, Founder and CEO at Placed. “Placed Targeting brings lookalike modeling to location-based advertising, proactively reaching audiences throughout the real world versus waiting on proximity.”
So how does it work?
Standard geo-fencing targets consumers who are in proximity of a store location, which limits campaign reach, the company says. By understanding the connection between locations through Placed Insights, Placed Targeting is able to go beyond a single point in time to help marketers reach “the right audience at the right place to impact consumer behavior.”
“With the world’s largest opt-in location panel, Placed measures 1,000 locations per panelist per day, providing an unmatched ability to connect people, places, and locations,” today’s announcement reads. “This enables advertisers to look beyond a single latitude and longitude when making an ad targeting decision. Placed Targeting uses location, not individuals, to target mobile advertisements. Placed does not target ads against its panelists.”
To learn more about Placed Targeting, click here.