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Factual expands its location-based advertising tools

Factual announced this morning the expansion of its Geopulse advertising targeting suite, with new products designed to help advertisers assess whether their campaigns are generating in-store visits and giving them more advice on the overall strategy.

You may remember that Factual was founded about ten years ago by Gil Elbaz, with the aim of creating an open repository for data. Over time, the company has focused on location data and looking for ways to use that data in advertising.

"We have always focused on laser location data," said Elbaz. "When we think of new use cases for marketers, we consider them as:" How can they leverage our industry-leading location data? ""

Geopulse already included the audience (targeting ads based on location data) and proximity (geofencing). The first of these new products is Geopulse Insights, which, according to Elbaz, takes "riddles on how to translate target audiences we catalog [and turn them] into usable targeting strategies."

That means looking at data on the audience that an advertiser is trying to reach and making recommendations on how to target and what the message should be. Elbaz suggested that as more and more advertisers embrace dynamic creation, where different users see different ads, Insights could help brands be smarter about this customization.

The other addition is Geopulse Measurement, which helps brands understand if their advertisements actually make people visit their stores. This can include A / B testing different ads to see which ones drive more visits. Data is provided in real time, so campaigns must be constantly modified to improve performance.

Nearly all digital media and advertising players are currently trying to measure store visits, but Elbaz said Factual 's approach stands out for accuracy and accuracy. extent of its data. In addition, it integrates with existing advertising platforms (such as Viant).

"They can take advantage of [the data] with many partners and marketing clouds that they already use," Elbaz said.

Featured Image: StockFinland / Getty Images

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