Mobile goes hyperlocal – MediaMath partners with Factual to add new targeting capabilities


Mobile location really is one of the top trends of 2016. Now, MediaMath, the audience technology firm, just added hyperlocal targeting capabilities for mobile advertisers to reach users based on their real-time location. The solution is being powered in partnership with location data provider Factual. It taps into the company’s Geopulse Proximity data service that is integrated into MediaMath’s TerminalOne Marketing Operating System.

Factual Geopulse Proximity

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MediaMath is the first partner to fully embed the Factual Geopulse Proximity Designer within its platform. For clients that means they can now design and activate hyperlocal-targeting features from within TerminalOne. Geo-fences have the potential to help clients grow their ROI alongside MediaMath’s global supply scale.

Tanuj Joshi, VP Global Media Partnerships, MediaMath, says:

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“TerminalOne delivers an omni-channel marketing platform for our clients and knowing where our clients’ customers are helps them get a better understanding of who they are and how to engage with them. MediaMath believes this is a sophisticated way to share clients’ message with the right people they’re trying to reach, based on their location. Working on understanding how location unlocks new opportunities to identify and influence consumers while driving sales is very exciting, both for the industry and our advertisers.”

The new feature taps into Geopulse Proximity’s targeting capabilities which are powered by Global Places data that covers over 95 million business listings and points of interest across 50 countries and is regularly updated to ensure accuracy.

Rob Jonas, SVP Revenue at Factual, adds:

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“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. 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.”