EMEA Expansion for Location Analytics Firm PlaceIQ

US-based location analytics specialist PlaceIQ has appointed former Microsoft exec Mandeep Mason to spearhead its expansion into the EMEA region.

PlaceIQ gathers geolocation data from social media networks, tweets and 'check-ins' to cell phones, along with retail information and local events. Sentiment analysis and other techniques are then used to create profiles of the type of people who are likely to be in specific places at specific times, for use in location-based ad targeting.

Mason (pictured) joins from Microsoft, where he led mobile advertising sales and strategy across the EMEA region. Prior to this he held senior roles in Nokia's advertising group and NAVTEQ (now Nokia Here), where he helped pioneer mobile display advertising initiatives and launch one of the industry's first location-based advertising propositions in EMEA. He has also held advisory Board roles for both the IAB and MMA in EMEA.

In his new role as General Manager for EMEA, Mason is tasked with establishing operations and building partnerships across the region. CEO and co-founder Duncan McCall comments: 'Many of our clients are multinationals and they are consistently asking us to deploy our unique solution outside of the US. Mandeep's background and in-depth understanding across the data ecosystem and in mobile and location in particular, as well as his deep roots in driving demand and presence for some of the largest mobile players in EMEA will be an invaluable asset.'

Web site: www.placeiq.com .