Launch and Expansion for Location Data Firm Unacast

Location data platform Unacast has launched a new product called 'Uncontextualized Visits', offering users access to 'increased scale and unprecedented transparency into device behavior'. The firm has also expanded its data coverage to the UK, France and Germany.

The new tool tracks where the devices of 17 to 20 million daily active users go each day, based on 75 to 100 million visit events; and adds new features including 'Maximum Dwell Time' to the service available through the company's core Visits product.

Maximum Dwell Time adds a level of discernment to the processing of raw location 'pings', establishing the maximum time a device could have been in one location based on the activity immediately before and after: if these adjacent soundings indicate that a device couldn't have spent enough time to actually visit a location (eg where the owner drives past the point of measurement), the result is filtered out of the feed. Unacast says the feature will give its clients access to nearly 55 million more visit events per day.

The country additions bring the total current global monthly active users (MAUs) monitored by the firm to 291m, with more EU states promised soon. Unacast was founded in Norway although it is now headquartered in New York City.

CEO and co-founder Thomas Walle (pictured) comments: 'In an industry that requires both scale and quality, we're constantly working toward technical innovations that meet - and exceed - both needs. For location data and insights to offer true value, they need to provide transparent, uniform measurement, ensuring that businesses can use and trust the data. Whether it's the advertising industry, city planning, or academic researchers, a clean, clear location signal will help shape future understanding of how people move around the real world. Our latest products allow us to dig even deeper into that understanding'.

Web site: www.unacast.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.