Placed Deal Widens Access to Location Analytics

Mobile demand-side platform Adelphic has announced a partnership with Seattle-based location-based ad targeting firm Placed.

Placed uses technology which it says 'accurately assesses what business a mobile phone is at or near throughout the day', and provides app developers with insights into how users interact with their products. Its products include a solution to measure the impact of mobile advertising on in-store visits. Users of Adelphic's DSP will now get access to Placed's targeting data, with the store data to follow soon.

CEO and founder David Shim (pictured) said in a statement: 'Consumers generate thousands of locations a day with their smartphones, and yet location-based targeting is still focused on proximity to a single store'. With the new partnership, he added, advertisers can reach consumers at locations which have not been pre-defined.

In June this year, Placed raised $10m in a series B round of venture capital funding, and said it would use the funds to expand its suite of products.

The company is online at www.placed.com .

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