In the US, location-based data specialist Sense Networks has launched two new predictive location products, AdMatch and AudienceSense, for use in mobile advertising awareness studies including profiling, analysis and targeting.
AdMatch uses predicted location, segmentation and targeting to serve the consumer the most relevant local offer. AudienceSense allows marketers to build proprietary predictive, location-based segments using their own geo-demographics. Sense Networks’ platform turns the location data into behavioral segments using ‘billions of mobile location points per day’. AudienceSense also includes 100 plus pre-built segments which can be extrapolated and customized to meet ad publishers’ needs. All user data is anonymous: location data is abstracted into consumer segments and the raw data is discarded after processing.
David Petersen, CEO of Sense Networks, says: ‘For content and social media sites to survive the shift to mobile, they will have to dramatically increase the relevance of their content and offers, and in many cases they won’t have much information on users. Sense Networks is unique because we have over six years of experience developing a platform that produces anonymous behavioral information with accuracy and scale, and we’re now ready to transform how marketers reach their mobile consumers.’
Sense Networks is based in New York City and can be found online at: www.sensenetworks.com