Adelphic and Factual Link for Location Targeting

Ad targeting and analytics technology firm Adelphic has partnered with location analytics specialist Factual, to offer location-based targeting to mobile users.

The deal sees Adelphic integrating Factual's Geopulse Audience and Geopulse Proximity products into its platform, to help advertisers target mobile campaigns against more than 100 defined audience segments, spanning demographic, geographic, behavioral, and brand affinities. Geopulse Audience builds these segments by examining the way users move through the physical world; while Geopulse Proximity enables advertisers to use popular location-based targeting techniques - such as geofencing and 'geoconquesting' - to deliver ads to mobile users based on where they currently are.

Michael Collins (pictured), CEO of Adelphic, comments: 'Targeting with location data dramatically increases the relevance of ads delivered to consumers, and this relevance in turn drives performance for brands. Factual's location-based data will allow our 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.'

Last month, WPP-owned firm The Data Alliance partnered with Factual, to provide WPP group companies such as Kantar, GroupM, and Wunderman with access to data that maps the known location of mobile phones to physical places.

Web sites: www.adelphic.com and www.factual.com .