Marketing software giant Adobe has added PlaceIQ's tools into its Audience Manager platform, to provide clients with access to location-based consumer audience data, measurement and analytics.
PlaceIQ combines dynamic movement data with quantitative purchase data, to provide insights into the consumer journey, including affinities for brands and products, as well as movement along the path-to-purchase. The firm's audience library includes more than 1,000 unique audience profiles, based on detailed analysis of visitation to real-world points of interest, across industries such as auto dealerships, dining establishments, entertainment venues, and retail locations. These audiences are developed through PlaceIQ's patented location analytics platform, which observes 100 million unique mobile users and more than 10 billion location-enabled data points every day.
Adobe will integrate this data into its Audience Marketplace, which connects advertisers and content publishers to buy and sell second and third-party data. The data exchange also enables companies to scale their high-value audience segments for personalized and targeted content across various marketing channels.
Duncan McCall (pictured), CEO and co-founder of PlaceIQ, comments: 'Over the past five years, we've used our technology platform to help brands better understand how audiences interact with the physical world. As the first location data company of our kind to bring our audiences to the Audience Marketplace, we are pleased to put our sophisticated audience library, purpose-built for marketers, at the fingertips of a much wider audience'.
Web sites: www.adobe.com and www.placeiq.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.