Global technology company MediaMath has revealed its unique hyperlocal targeting capabilities to enable marketers to deliver high-performing mobile advertising to users based on their real-time location.
The new solution, which combines location data and global scale yields, is in partnership with Factual, a global leader in location data, and leverages their Geopulse Proximity data service, which is uniquely integrated into MediaMath’s TerminalOne Marketing Operating System™.
MediaMath is the first partner to fully embed Factual’s Geopulse Proximity Designer within its platform. The union enables clients to design, build, and activate hyperlocal-targeting strategies directly within TerminalOne, yielding a seamless, end-to-end workflow. Activating these sophisticated and flexible geofences against MediaMath’s unmatched global supply scale gives advertisers another method by which to drive and maximise long-term business outcomes.
Rahul Vasudev, managing director for the Asia-Pacific region at MediaMath, said: “MediaMath has always worked towards the vision of becoming a marketing operating system for our clients. This means enabling our clients to seamlessly run their display, video, mobile and social media buys through our platform.
“Today, mobile is the fastest growing channel for us in APAC, and so we have been releasing a slew of new mobile-specific tools that enable our clients to invest ever increasing budgets on this channel. We are excited to include hyperlocal targeting to our list of mobile targeting and optimisation offerings. An acknowledged leader in this space, Factual has an immense capability for highly accurate geo-fencing of audiences, including in APAC.”
The new offering leverages Geopulse Proximity’s flexible and accurate global targeting capabilities, powered by Global Places™ data. Factual’s Global Places data covers over 95 million business listings and points of interest across 50 countries, including Asia-Pacific regions such as Australia, China, Malaysia, New Zealand and Singapore, and is continually updated to help ensure freshness and accuracy. This same data is used by thousands of developers and companies including some of the largest search, mapping, navigation, ride sharing, and social network platforms.
Rob Jonas, senior vice president of revenue at Factual, said MediaMath’s global platform is a natural fit for Geopulse Proximity.
“The combination of our highly accurate global data with MediaMath’s advanced targeting and measurement capabilities will create a highly competitive proposition that will deliver tremendous value to the programmatic advertising world,” he said.
“Factual’s global roster of exchange and publisher partners all maintain extensive relationships with MediaMath, and extending these to include targeting using Factual’s Geopulse products is a valuable way to drive location targeted marketing budgets as we head into the fourth quarter.”
