Contextual event data has become an important tool for mobile advertisers’ targeting strategies
Now, mobile data exchange adsquare has partnered with Gravy Analytics, the intelligence company, to roll out Gravy Audiences across adsquare’s audience management platform to enable marketers to use the unique location-based audiences for programmatic ad campaigns.
Compared to traditional location-based services which target users by location, Gravy is much more precise and can target audiences by event. For example, if a customer attends a Billy Joel concert or a New York liberty game, Gravy’s Audiences allow advertisers to directly target those users.
The company’s interest-based audience segments include “NBA Basketball Fans”, “Pop Music Fans” and “Sports Fanatics” and more.
Tom Laband, CEO and Co-Founder of adsquare, says:
“By partnering with Gravy Analytics, adsquare allows advertisers to access contextual event data, which is invaluable for targeting. The granular data provided by Gravy Analytics means that advertisers using adsquare’s AMP can now not only target concert or sports game goers, but also drill down to the specific music genre or sport type when building campaigns.”
With Gravy Analytics, consumer attendance at over 10 million places and a million events can be analysed. These are also verified using specific points of interests across the US and Gravy specifically tracks certain national and local events. In addition, it offers the option to target B2B audiences.
adsquare, on the other hand, provides a self-serve Audience Management Platform that uses programmatic trading and includes location data.
Anurag Mehta, Senior VP and GM for Gravy Analytics, adds:
“We’re thrilled to enable marketers who use adsquare’s AMP to target mobile consumers based on the places they go and the events they attend in the physical world. AMP allows marketers to assemble audiences to meet their precise campaign needs, and event attendance is the truest indicator of consumer commitment. There’s simply no better way to identify engaged, in-market consumers.”