The move means that FUSIO clients will be able to access Factual’s measurement products to optimise their campaigns against foot traffic and measure attribution post-campaign. That means brands are getting a better picture of how their mobile ad campaigns engaged with consumers.
Factual is all about location data, powering a wide range of solutions for advertisers, developers and also publishers.
Christophe Collet, CEO at S4M, explained:
“Mobile is the only channel that can help brands bridge their online and offline marketing efforts. This partnership will give our clients a sophisticated level of location based audience targeting capability as well as live insights into their campaigns and optimise budgets accordingly. Instead of extracting campaign learning after the fact, advertisers can ensure their drive-to-store mobile campaigns are always successful and contribute to their overall business objectives.”
As part of the move, advertisers can also access the Factual Geopulse Audience solution within the FUSIO DSP that reaches customised audience segments based on real-world consumer behaviour. Factual says its location data includes over 100 million local business and points of interest worldwide.
Mandeep Mason, Managing Director, Europe, Factual, said:
“Factual’s location data is neutral and accessible, and continually validated against rigorous criteria. As advertisers invest increasing budgets into location-based mobile marketing, they need to ensure they’re receiving access to high-quality and transparent targeting, optimisation and measurement capabilities, which this partnership will aim to provide.”