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UberMedia buys Cintric to blend first and third party data for ‘always-on’ location

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Jason Vest
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A few years ago most marketers didn’t know how to use location; it was about “geofencing,” Starbucks and mobile coupons.

Today they literally can’t get enough of it.

Brands, retailers and agencies have discovered the versatility and utility of location data — for audience targeting, attribution and competitive insights — and are increasingly hungry for “always-on” mobile location.

However always-on location is not easy to get.

It typically requires a first party relationship or data supplied via a first party relationship (i.e., an app with location enabled).

Most companies working with location data access it through the exchange bidstream.

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Jason Vest
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