Audi and Starcom Turn to Data Firm PlaceIQ to Gauge Whether Mobile Ads Work - Wall Street Journal (blog)
The firm can track potential consumers as they move from retail location to retail location, such as people who are shopping for a car at a given moment, and deliver them timely ads. To help accelerate that trend, PlaceIQ is rolling out a new offering, the Enterprise Place Visit Rate, designed to help advertisers and agencies to tap into this data stream however they see fit. To date, PlaceIQ has primarily taken its rich data set and purchased targeted ad space on a marketer’s behalf. The company still offers that service, but with the new enterprise product, PlaceIQ is essentially saying to marketers: take our location data and analytics and do what you want with it. “We used to go out and buy media for consumers, and we still... PlaceIQ has signed on Starcom MediaVest Group and Audi as early partners for Enterprise PVR. According to Mr. McCall, PlaceIQ compiles anonymous location data from a multitude of mobile apps which in aggregate provide insight into 100 million mobile devices in the U. S. The company marries that location data with other sets of data it... Audi is using the PlaceIQ data to measure how many people are visiting its dealerships before they are exposed to the company’s ads. Source: blogs.wsj.com
