Spafax Networks Integrates PlaceIQ Audience Intelligence Platform
Combines with Vistar Media (Ad Serving) Partnership to Produce Tool to Help Marketers More Effectively Reach Consumers On-the-Go
NEW YORK, [2/27/13]—Spafax Networks announced today it has reached an agreement to integrate PlaceIQ’s audience intelligence platform into the SN: Xchange for real-time serving and reporting of ads running on digital place-based media networks. Combined with its previously announced partnership with Vistar Media’s ad serving platform, SN: Xchange now offers marketers a single, comprehensive solution to effectively reach on-the-go consumers
PlaceIQ ingests a multitude of geo-encoded data sources to infer audience, context and intent, broken down by time and day, enabling marketers to identify their target consumers as they move around their physical worlds. PlaceIQ accounts for different moments in the consumer’s life, enabling them to measure, optimize and deliver the right advertising message at the right time.
“The integration of PlaceIQ into SN: Xchange gives us a third component of Intelligent Inventory that rounds out our solution for advertisers looking to reach today’s on-the-go consumer,” said Patrick Bonomo, executive vice president, Spafax Networks. “With PlaceIQ, we have added a filter that enables us to ascribe likely consumer behavior to our intelligent media inventory.”
“We are excited to be partnering with such a forward-thinking company as Spafax Networks,” said Duncan McCall, PlaceIQ CEO and co-founder. “What we’ve built is an audience intelligence platform, based on vast amounts of location data, that allows for an unparalleled understanding of consumer behavior. We believe these capabilities, combined with the incredible inventory of the SN: Xchange, allows advertisers access to the most powerful and intelligent targeting solution on the market.”
PlaceIQ builds audience segments for advertisers by aggregating large amounts of location data from multiple data sources to understand what behaviors, people, and activities exist in a given place and time. This location targeting solution is a powerful, privacy friendly way to define, reach, and learn about specific audiences in the world they live in. The company was founded in 2010, with offices in New York City, San Francisco, Chicago and Boulder, Colorado.
About Spafax Networks
Spafax Networks, a division of WPP’s tenthavenue, was founded in 2012 with a mission to become the leading global company targeting on-the-go audiences and influencing purchase outcomes across multiple channels and devices.
Spafax Networks’ initial offering is a buying solution for digital placed-based media. As advertisers continue to look for new digitally-capable screens to include in their addressable media plans, Spafax Networks is using a technology and buying methodology solution that can serve inventory — via a demand-side platform, or DSP— in the previously uncharted territory of digital placed-based networks. The Spafax platform optimizes campaigns by identifying target consumers down to the sub-block level and enabling buys to be placed in a biddable, real-time marketplace.