Media Coverage

Ed Haslam Is Taking PlaceIQ To The Next Level

September 10, 2014 - Ed Haslam was recently named SVP of Marketing at PlaceIQ, the technology and suite of consumer discovery, engagement and activation solutions to engage with the right consumers and lead them to desired brand actions and destinations.
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Location Fraud: Highly Accurate, But Non-Human

September 4, 2014 - Data descriptors like “accuracy” and “quality” have held the mobile ad spotlight for quite some time, while their corrupt counterpart – fraudulent location data – consistently circumvents the public eye. Read More


PlaceIQ on Location Data Marketing

August 25, 2014 - Tim Sullivan, VP of Client Strategy at PlaceIQ, discusses location data marketing at the IAB Mobile Road Show in NYC. Read More


‘We Need To Talk About Geo-Data Quality’

August 18, 2014 - The topics surrounding geo-marketing appear fairly simple: the ability to target or direct advertising messages to consumers based on the signals emitted by their digital devices. But once you get into the details, things tend to get murky and frustrating, or so says Drew Breunig, PlaceIQ’s VP of Strategy. Read More


Chipotle sales expectations imply there’s ‘no bear market for burritos’

July 22, 2014 - Unlike such trend-chasing food chains as Crumbs, Chipotle’s run of success is looking every bit as sustainable as it claims its ingredients are. Read More


A Different Kind Of ‘Ski Lift’

July 18, 2014 - Montana’s main industries are mining, timber, and farming. But its most dependable business year-round is tourism. Montana wanted to be identified as a place for skiers and people who take vacations at resorts and spas. Read More


Understanding The Complexity Of Mobile Ad Attribution

July 17, 2014 - In this complex and fragmented marketing landscape where a consumer’s purchasing journey moves from desktop to mobile to offline channels, measuring the contribution of all these touch points is exceedingly complicated. Recently, one of these media has become increasingly challenging: mobile. Read More


PlaceIQ Names Haslam as Marketing Chief

July 17, 2014 - PlaceIQ, the company that cut the U.S. into 100-meter squares to help marketers geo-locate mobile users, announced the hiring of two new senior executives to lead its “next big phase of expansion,” said CEO Duncan McCall. Read More


Victory’s Military Vroom

June 30, 2014 - Victory Motorcycles wanted to bring attention to its mobile “test rides” so as to attract customers to its outlets to take one of its bikes for an actual spin. To get started, the brand needed to identify its target audience. Motorcycles, after all, aren’t for everyone. Read More


Bank of America Paves ‘Pathways To Purchase’ with Location-Targeting

June 25, 2014 - For all the talk of marketers and agencies needing to follow consumers more closely with a “mobile-first” mindset, most media strategies continue to relegate smartphones and tablets to supporting roles at best. Read More


Mobile Marketers Know Who You Are and Where You’ve Been

June 24, 2014 – Location data has long been a key selling point in convincing marketers to buy into mobile advertising, but it’s not gaining the traction networks had hoped for. Now location-based ad networks are enhancing basic geo-fencing capabilities with deeper consumer behavior formats. Read More


Chipotle Customers Are Smarter Than McDonald’s And Other Insights From Smartphone Data

June 24, 2014 - Sooner than later, all advertising will include some form of location-based data, contends PlaceIQ CEO Duncan McCall. The question is how fast that will happen. In McCall’s view, it will depend on how quickly brands, agencies, and companies in the advertising analytics space start pushing for location information to power consumer insights, not just where they and their smartphones happen to be at a particular moment in time. Read More


The Neo-Age of Mobile

June 23, 2014 - Chief mobile strategists look beyond the typical location-based campaign and share how marketers can prompt customers to discover, engage, and purchase on devices. Read More


Why iOS 8′s MAC address randomizing is a huge win for privacy

June 19, 2014 - At this year’s Worldwide Developer Conference, Apple announced that it’s changing how a device’s MAC address is communicated to WiFi access points in iOS 8. This modification puts a damper in companies’ ability to track brick-and-mortar shoppers who use iPhone’s and iPad’s, forcing developers to crank up their innovation and figure out another way to capitalize on location data. Despite some concerns from others, Apple’s decision is the right thing to do in order to protect consumers and reduce potential privacy risks. Read More


Geo-Data Is No Longer Just A Targeting Tool; It’s An ‘Understanding’ Instrument

June 2, 2014 - Sooner than later, all advertising will include some form of location-based data, contends PlaceIQ CEO Duncan McCall. The question is how fast that will happen. In McCall’s view, it will depend on how quickly brands, agencies, and companies in the advertising analytics space start pushing for location information to power consumer insights, not just where they and their smartphones happen to be at a particular moment in time. Read More


The Digital Dispatch: PlaceIQ

May 28, 2014 - PlaceIQ announced a partnership with Tapad. The partnership with Tapad means that PlaceIQ’s unique location-based behavioral insights can be leveraged across platforms.
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PlaceIQ Partners to Take Its Local Intel to Desktops

May 13, 2014 - PlaceIQ, the company that broke up the U.S. into demographically tagged 100 meter squares to inform real-time mobile ads, will now extend its model to desktop screens. The company today announced a partnership with Tapad, a provider of cross-device marketing technology whose Unify platform enables advertisers to connect audiences across more than a billion devices—including smartphones, tablets, desktops, and laptops.
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PlaceIQ Expands To Desktop Display Targeting With Tapad

May 13, 2014 - Mobile ad targeting firm PlaceIQ on Tuesday announced a partnership with Tapad, a cross-screen marketing tech provider. The partnership allows PlaceIQ to expand from mobile — where it uses location data to target consumers — into desktop display. Read More

Xaxis Promises to Bring Second-Screen Viewers Back to TV

May 1, 2014 - However, not all vendors believe that the syncing approach is necessary or even important. Drew Breunig, vice president of strategy at PlaceIQ, which describes itself as a location-intelligence firm, says the quality of the data used to target viewers is more valuable than the ability to catch them right as they are watching the ad.”If advertisers want to reach Amazing Race viewers, they don’t care about reaching them only as they are watching the show,” he says. The water cooler effect that happens around shows such as Mad Men continues on well into the next morning, he notes, making it a short-sighted strategy to just focus on the show. Read More


10 Big Data Startups To Watch

April 14, 2014 - Mobile advertising and marketing present a unique challenge. The typical way companies try to understand consumer behavior online is through cookies. On smartphones and tablets, cookies don’t have as much traction. Even if cookies are enabled in mobile browsers, they aren’t terribly useful, since browsers are giving way to apps. However, a potentially better replacement is location. Just as cookies track your journeys through the Web, marketers can glean demographic information from the actual physical locations you’ve visited. Read More


‘I’m Able to Make My Mark’: 10 Employees Describe Startup Life

April 9, 2014 - Culture of collaboration… I joined PlaceIQ for the culture of collaboration that comes with an early stage startup. Prior to my current role, I was vice president of integrated and strategic partnerships at AT&T. What really drew me to PlaceIQ were the unique technologies and capabilities that it offers customers at an early stage. In this noisy industry, PlaceIQ is able to set itself apart from the crowd because of the way it interprets and analyzes mobile data and location. It’s unlike anything I have seen before, which made the opportunity to work here irresistible. Read More


PlaceIQ Deploys in CoreSite New York Data Center Campus

April 1, 2014 - CoreSite Realty Corporation (NYSE:COR), a provider of secure, reliable, high-performance data center solutions, today announced that PlaceIQ, the company building more accurate audience segments with location, time and real-world behavior, has chosen CoreSite’s New York campus for its data center solution. CoreSite’s NY1 and NY2 facilities will provide infrastructure for PlaceIQ to process location and mobile data analytics, which create the foundation that powers PlaceIQ’s proprietary platform and diverse applications at massive scale. PlaceIQ derives intelligence from activities across time, space, and devices to uncover opportunities to learn about and connect with consumers. CoreSite’s NY1 facility will deliver network connectivity and robust power and cooling infrastructure to support the PlaceIQ platform. CoreSite’s NY2 facility will provide backup and additional capacity needed to support PlaceIQ’s growth as the company plans to expand with the introduction of a consumer insights platform later this year. Read More


LiveRamp Launches Data Oboarding for Mobile Devices

March 31, 2014 - LiveRamp, the leading technology provider for data onboarding, today released support for data onboarding to in-app mobile marketing platforms. For the first time, brands can onboard their customer database for at scale in-app mobile marketing initiatives. LiveRamp is initially launching mobile data onboarding with leading mobile marketing and data management platforms, including AdTheorent, Deep Forest Media, Drawbridge, Millennial Media, PlaceIQ, Tapad, Turn, Twitter, and xAd. Read More


Gartner BI Summit Speaker: “Kognitio Delivers Unrestricted Answers, Quicker,” Helps Market Leaders Reach Customers in Near Real-Time

March 31, 2014 - Using location and mobile data to better understand the consumer journey is revolutionizing the data analytics field. It is called “location analytics,” and it enables marketers to target key segments better than ever before. New York-based PlaceIQ is a leader in this emerging field. At next week’s Gartner Business Intelligence and Analytics Summit, Steve Milton, PlaceIQ’s co-founder and chief technical officer, will discuss how the Kognitio Analytical Platform has enabled PlaceIQ to put location analytics into production; positioning the company and its commercial clients for success in the fiercely competitive data analytics market. Read More


Universal McCann Exec Boasts Location-Based Advertising Beyond Radius-Targeting

March 27, 2014 - A Universal McCann executive at the ad:tech San Francisco 2014 conference touted mobile’s ability to go beyond location-based targeting to also include behavioral data. Executives from PlaceIQ and Universal McCann spoke about the importance of integrating location data into mobile campaigns during the “From Local to Scale: How to Marry Mobile Data to Multiscreen Marketing” session. One of the examples presented was a campaign with Sony Electronics and Best Buy that Universal McCann and PlaceIQ worked on. Read More

Charting Consumer Behavior in the Real World

February 25, 2014 - At Street Fight’s Local Data Summit on Tuesday, LocalSEOGuide proprietor Andrew Shotland started off a morning panel discussion on charting consumer behavior in the real world by asking Placed CEO David Shim, MapQuest CDO Donnie Yancey, and PlaceIQ VP Strategy Drew Breunig how close the local data industry is to being able to collect and aggregate the location of consumers, and then sell that information directly to marketers. “That’s here. We created that market at the beginning of 2012,” Breunig told the audience. Read More

Find the Signal Within Big Data’s Cacophony

February 25, 2014 - It has been said that we are in an era of big data. Not a day goes by without hearing about a new type of sensor, wearable device, innovative data source, creative data-visualization app or a new promising tool or technology to help us make sense of it all. Enterprises and consumers alike generate both the supply and demand for once unthinkable quantities and varieties of data. The pressure to embrace it is strong. Read More

PlaceIQ Nabs $15 Million in Funding

February 10, 2014 – PlaceIQ has raised $15 million in a Series C funding round led by investor Harmony Partners, while Iris Capital has come on board as a financier for the first time.New York-based PlaceIQ expects to expand its hyperlocal mobile advertising platform and audience insights for brands with the cash influx. It will also look to further its relationship with Publicis Groupe’s VivaKi.
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Location-based Ad Service PlaceIQ Raises $15M

February 10, 2014 – Remember the old adage about real estate: “location, location, location”? The same mantra can be successfully applied to mobile advertising as well.The holy grail of sending ads via mobile is not just being able to exactly pinpoint where the user is currently, but also knowing. what they are interested in, in order to send them local deals that they can use right away. It is about gaining a greater understanding of the user and what stores, and deals, will be more appealing to them to best be able to target them. Read More

Location-Targeting Ad Firm PlaceIQ Raises $15 Million, Teams with VivaKi

February 10, 2014 – PlaceIQ, a startup that provides mobile ad-targeting technology, has secured $15 million in a third-round funding led by Harmony Partners. In connection with the new financing, the company said on Monday it is forming a strategic partnership with VivaKi. Last year, it teamed up with Publicis Groupe sister agency Starcom MediaVest Group. So far, the SMG alliance has included development of a metric PlaceIQ calls Place Visit Rate, which uses location data to show what share of customers served a mobile banner ad for a retailer subsequently visited a retailer’s store. Read More


Deals of the Day: Venture Capital Deals

February 10, 2014 - PlaceIQ, a New York-based hyper-local ad targeting startup, has raised $15 million in Series C funding. Harmony Partners led the round, and was joined by Iris Capital and return backers IA Venture Partners, U.S. Venture Partners and Valhalla Partners. Read More


Location-Focused Ad Startup PlaceIQ Raises $15M More

February 10, 2014 - PlaceIQ, a startup that uses location data for mobile advertising, is announcing that it has raised $15 million in Series C funding. The company was founded in 2010, back when most of the interest in location-based ads was focused on geofencing — i.e., if you’re close to a store, you get an ad for that store. CEO Duncan McCall told me that PlaceIQ’s approach is more about “a proprietary understanding of the world,” where location data is used to build a broader profile of user behavior, which in turn can be used for targeting ads and tracking their success.Read More


Marketing Disruptors to Watch in 2014

February 5, 2014 - For marketers, a persistent challenge with mobile advertising is that smartphones and tablets operate in an ecosystem largely absent of browser cookies, the long-standing staple of web tracking and ad targeting technologies. To replace the cookie, companies like PlaceIQ and Placed have figured out that your location data can be as potent of a marketing signal as your web browsing behaviors. Marketers can infer demographics and consumer intent from real-time location, while leveraging a user’s location history as a strong predictor of future purchase behavior. These advanced product offerings around location data, intelligence and analytics for marketers position PlaceIQ and Placed to capitalize on the intersection of two major trends in digital advertising – the rise of programmatic buying, fueled to date by cookie-enabled audience targeting; and the decline in reliability of the cookie. Read More

How TV Advertisers Can Extend Their Targeting Into Mobile

February 4, 2014 - TV advertisers are tapping all sorts of data streams to better improve TV targeting, but that can work both ways. Now TV viewing data from Rentrak will flow to mobile tracking and targeting firm PlaceIQ.The mobile company uses a variety of data sets to segment people who visit specific locations. For instance, it might know people who visited a Mazda dealership are more likely to own an SUV owners or traveled more than 10 miles from home to visit a store. Read More

It’s Time to Shift the Focus from Mobile to Mobility

January 29, 2014 - Patch’s demise at the hands of AOL was a blow to pundits of hyperlocal. But mobility solutions are creating far more granular targeting and brand engagement. Savvy companies like PlaceIQ and 4info have mapped out the country and can provide location-based marketing (standard and rich media banners as well as video) based on where you go and where you’ve been. Read More


PlaceIQ Announces Upcoming Speaking Engagements at Mobile Marketing Industry Conferences

January 16, 2014 - PlaceIQ, the company building more accurate audiences with location, time and real-world behavior, announced today two speaking engagements at mobile marketing industry-focused conferences — Mobile Media Summit in San Francisco, California, on Tuesday, January 21, and Mobile Marketing Exchange in Ponte Verda Beach, Florida, from Wednesday, January 22, to Friday, January 24. Read More


PlaceIQ’s Duncan McCall on Understanding the Consumer Journey Through Location Data

January 8, 2014 - For a while now, mobile marketers have marveled over the idea of mobile and location. We all live in a physical world where we move through time and space. The places we go and things we do say a lot about who we are – and these actions could be tremendous indicators of audience intent if harnessed in the right way. PlaceIQ was one of the first companies to recognize that mobile and location could be so much more than geofencing and proximity, and we spent three and a half years developing the technology to do this effectively. The first step was to intelligently understand the context of where consumers are right now. Once we mastered that, we quickly moved on to uncover insights around what we consider to be even more valuable – where consumers have been. This is the key to building multifaceted audiences based on location history that could change the way marketers view the customer journey. Read More

Big Data 2.0: Valuing, Connecting, Protecting and Embracing It

January 8, 2014 - It seems like only yesterday that the big data movement revolutionized the way brands and marketers connected with their consumers. The first phase was all about “getting it.” The more data we had, the better the targeting, measurement and insights capabilities we could attain.But now, as we embark on the next chapter of using data to understand consumer behavior at scale, there are a few points that will soon take center stage. Read More

5 Platforms for Location Data Analysis

January 6, 2014 - PlaceIQ: Track the ROI of mobile ads, targeting, and messaging tools.
PlaceIQ’s Place Visit Rate (PVR) is a metric used to measure the ROI of mobile advertising, targeting, and messaging tools. Marketers define their own PlaceIQ audiences, and those audiences are sent relevant mobile ads meant to drive business to specific retail locations. PlaceIQ then aggregates the devices that were sent specific mobile ads and tracks the number of devices that were later seen at a targeted location. The result of this analysis is PlaceIQ’s PVR. PVR’s can be used in a number of verticals, including entertainment, CPG, travel, and auto. Read More

Former Dance Pro Taps Into Mobile Data

December 27, 2013 - Who says data pros have two left feet? Elise Neel, newly hired VP-data and insights at mobile-data firm PlaceIQ, took a roundabout route to her current position, in which she evaluates data partners and provides the company’s sales strategists with information to help clients understand who’s visiting certain types of businesses. Read More


PlaceIQ Partners With TRUSTe to Enhance Existing Consumer Privacy Protection

December 19, 2013 - PlaceIQ today announced that its patented audience insights technology is linked with TRUSTed Ads, part of the TRUSTe Data Privacy Management Platform. By teaming up with the leading global privacy management solutions provide, brands and agencies leveraging PlaceIQ’s capabilities can deliver privacy safe, interest-based advertising to consumers on their mobile phones and smart devices. Read More


Consumers are gems in the data mine

December 16, 2013 - By the time you walk into Best Buy, the store already knows a lot about where you’ve been that day. Where you just went for lunch and where you’re likely going later. And they’re not the only ones. Companies from Mazda to J.C. Penney to Apple to Verizon are launching new mobile location-tracking projects that target exactly where you live, drive, work, eat and shop — all based on that little locator beacon we all carry now: The smartphone. Read More

Granular Location Data Provides Opportunity, But Are Marketers Ready to Take Advantage?

December 6, 2013 - Retailers, for instance, could take into account the aisles that customers linger in and those that they zip through and send offers tailored to their behavior. But here’s the downside: as location data continues to become more detailed, marketers will also have to work harder to make sense of their data, said Duncan McCall, CEO and founder of location-based data provider Place IQ. Retailers will need ways to analyze consumers’ in-store behavior to give it context, McCall explained. To get any value from their data, retailers must “have the infrastructure to map the data” in addition to “the right hardware, customer service and customer relationship to get people to download your app in the first place,” he said. Read More

Mobile Tracking Drives Consumer Data to Mazda

December 5, 2013 - Mazda wants to know where consumers were eating or shopping before they checked out the latest Miata. Mobile location tracking and targeting data from PlaceIQ not only helps the company aim ads to people the automaker thinks would want to test drive a car, it can show how many interested consumers also visited a competitor’s dealership or which portion of them visited a big box store before eyeing Mazdas. Read More

PlaceIQ to Participate in New York City Industry Events to Kick Off December

December 2, 2013 – PlaceIQ announced today that members of the company’s leadership team will be speaking at two upcoming events in New York, NY on Tuesday, December 3; the first for chief financial officers of New York City-based technology companies and the second on how retailers can more effectively leverage mobile and location data to engage their audiences. Read More

Black Friday: The Ultimate Test

November 26, 2013 - Thanksgiving is around the corner, meaning great food, family and, of course, Black Friday. Mobile ad targeting and strategy have advanced significantly this year, and mobile marketers are reaping the rewards of proven, solid algorithms and enjoying consistent uplift in success metrics. They should be feeling pretty comfortable with being able to target audiences efficiently on this crazy shopping weekend, right? Why would their algorithms fail them now? Read More

PlaceIQ Adds Three Execs

November 22, 2013 – PlaceIQ, an audience targeting company that uses location data to find consumers, this week added three new executives to its team. The company has now added 50 new employees in 2013, a growth rate of more than 370%. The company also announced plans to double their headcount by the end of 2014. Read More


PlaceIQ Expands Leadership Team With Senior Engineering, Data and Insights, and Sales Appointments, Following 370 Percent Overall Employee Growth in 2013

November 21, 2013 - PlaceIQ, the company building more accurate audiences with location, time and real-world behavior, today announced that it has named Jason Shao as VP, engineering, Elise Neel as VP, data and insights, and Jim Ryan as RVP, sales. Shao, Neel, and Ryan are three of the latest additions to the PlaceIQ employee roster, which has increased by 50 names in 2013 — an overall growth rate of more than 370 percent. Each has been tasked with the efficient management of internal teams and processes that are responsible for successful customer campaigns. PlaceIQ currently has more than 30 positions open across sales, operations and engineering. In 2014, the organization plans to increase headcount further, doubling in size by year-end. Read More

Datalogix Expands Mobile Partnerships to Reach More than 90% of U.S. Online Households Across Mobile and Desktop

November 19, 2013 - Datalogix, the big data company connecting digital advertising to offline sales, today announced that the company has expanded its mobile partnerships to give brands the ability to reach more than 90% of U.S. online households on their mobile devices, building audiences based on offline purchases and measuring the actual in-store sales lift from mobile ad campaigns. With the addition of several new mobile partners, the company can now deliver the same audiences across mobile, social, video and display at scale. Read More

PlaceIQ Dives Deeper Into Location-Based Ad Targeting With New Tools

November 18, 2013 - While location-based ad delivery was once limited strictly to geofencing, the ability to combine device identifiers, geographic coordinates, and customer history data has added sophistication to location targeting. PlaceIQ is one of the latest companies attempting to introduce more value into location advertising via two product roll-outs last Friday. PIQ Analytics and PreVisit are designed to empower advertisers to target ads against consumers’ behavioral, demographic, and location information. Read More


PlaceIQ Pivots its Offering from Place-Based Data to User Profiling Data

November 18, 2013 - PlaceIQ made a name for itself in the North American advertising market two and half years ago when it started to offer a service for mobile advertisers with the motto to transform location into context. The New York City start-up was using location “signals“ (checking, geotagged pictures, etc.) to understand the context of a location at a particular time and turning that into audience segments for 100 by 100 meter tiles of the real world. The method was said to be privacy friendly since it did not use location of users but the probability of the activity of a user at a specific location and time. But nowadays Place IQ has completely pivoted its model as we observed last week when the company launched two new products: PreVisit and PIQ Analytics based on their new location data platform. Read More


PlaceIQ Introduces PreVisit and PIQ Analytics, Delivering Deeper Insights Into Consumer Behavior Through Its Newly Patented Location Technology

November 15, 2013 - PlaceIQ, the company building more accurate audiences with location, time and real-world behavior, today announced two powerful new analytics capabilities — PreVisit and PIQ Analytics. Part of PlaceIQ’s newly patented location technology platform, both offerings provide marketers with an unprecedented understanding of their consumer audiences by deriving behavioral and demographic signals from the location histories of millions of unique devices.
Since 2010, PlaceIQ has focused on building a unique and detailed platform that enables powerful location intelligence for brands and agencies alike. The company was awarded a patent this past summer for its unique methodology that is key to understanding audiences from location. PlaceIQ continues to add to its robust product platform focused on targeting and analytics. Read More

PlaceIQ Adds Location Analytics To Help Brands Understand Real-World Behavior

November 14, 2013 - In a push to buttress its ad targeting business, PlaceIQ has added two new analytics products, PreVisit and PIQ Analytics, that aim to provide marketers with a better understanding of their audiences by drawing insights from consumer’s location data. Over the past three years, the company has developed a location analytics technology that analyzes over half a trillion location data points to understand the context and behavior of a location, which, for the most part, has been used to target mobile ads. Last year, PlaceIQ launched Place Visit Rate (PVR), a metric to attribute mobile advertising to in-store visitation. Read More

Explainer: How Local Data Startups Are Building Analytics for the Real World

November 7, 2013 - Mobile ad networks have emerged as a valuable source of user’s location data, with a number of ad tech firms mining the billions of ad requests that come across exchanges everyday for insights into consumer behavior. Companies like PlaceIQ and JiWire have built products that use algorithms to index ad requests by a device’s ID, and then compare the location data that’s often included in these requests. They can tell you where a certain device has been in the past, as well as whether that user has appeared in an advertisers store after seeing an ad. Read More

Location Retargeting: The Right Places and the Right Times

November 1, 2013 - With mobile devices generating tens of billions of location-enriched ad requests every month in the United States, marketers have long experimented with the right ways to reach these in-market, on-the-go consumers with relevant advertising. Location targeting, using DMAs and then geofences, was the first generation of geotargeting for mobile ads. Many companies simply took the vicinity of a device to a retailer as a very rough proxy for intent. Read More

In Local Marketing, How Close is Close Enough?

October 29, 2013 – At the 2013 StreetFight Summit for local marketing, Duncan McCall, CEO of PlaceIQ, encouraged attendees to take a look at their phones and see how many apps are using location data. I did, and it was 17. Seventeen! Not just the obvious ones, either, like Google Maps or Seamless. My video apps, shopping apps, travel apps and music players all know where I am, too. We have truly entered the era of the local web, even if we (as both consumers and marketers) don’t yet fully take advantage of all it has to offer. Read More

Focus Turns to Attribution in Mobile Local Ad Tech

October 28, 2013 – The promise of mobile local advertising continues to invoke the “closed loop” idea. The device’s portability and location awareness means that it goes to the store with you – enabling all new ad performance tracking opportunities. Nothing terribly new there. But it seems like the tech and media worlds are finally acknowledging that 93% U.S. retail spending happens offline. And an increasing share of that — to the tune of about $1.5 trillion — is influenced online and on mobile. So connecting those dots is the name of the game. Read More

Digital Marketing Exec Says Foursquare Should Start Over

October 25, 2013 – Duncan McCall, CEO of PlaceIQ, thinks Foursquare should tear everything up and start from scratch. This was part of his message in the panel “Building an Offline Metric for Mobile Marketing” Oct. 24 at Street Fight Summit, a conference in New York City focused on hyperlocal marketing and publishing. Read More

Why Attribution is the ‘New Black’ in Local Marketing

October 23, 2013 – Advertising performance measurement has never been a simple process, but cross-platform consumer media usage, mobile, and advanced targeting technologies have made the process of linking ad engagement to a consumer purchase action even more challenging. Responding to this increased complexity (and frankly, guessing game), companies like JiWire, PlaceIQ and others have recently unrolled sophisticated digital attribution offerings to connect specific engagement points for a more complete attribution picture. Read More

The Future of Automotive Marketing

October 17, 2013 – During a lively presentation at the J.D. Power Automotive Marketing Roundtable event in Las Vegas, Yong Sung, svp and digital group client director for MediaVest, and Duncan McCall, CEO and co-founder of the mobile data firm PlaceIQ, laid out a current campaign designed to target in-market car buyers, one that tracks people from the moment they begin contemplating making a purchase to the moment they leave their house and head to the dealer.
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Mobile and the Rise of ‘Real World Analytics’

October 7, 2013 – The new reality of multi-screen conversions compounds the already difficult challenges of accurate attribution and ROI calculation. That’s on top of the persistent but largely ignored fact that most internet-influenced consumer spending happens offline. Digital marketers have mostly avoided trying to account for offline conversions in the past because they’ve been so hard to track on a per-campaign basis. Yet e-commerce is still only about 6 percent of overall US retail (billions vs. trillions). By contrast online-to-offline spending is at least 10x the value of e-commerce.
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PlaceIQ CEO: Our Goal Isn’t to Improve Click-Through Rates – It’s to Understand Consumers

October 2, 2013 – As the mobile advertising opportunity explodes, there’s increasing need for need for companies to demonstrate the power of their targeting capabilities to advertisers and brands. Fresh off of a $6.75 million round of funding earlier this year, targeting firm PlaceIQ is hard at work breaking down the physical world by location in order to analyze data and show the which ads will resonate best with consumers based on where they are at a given time. Read More

How ‘Location’ Evolved Into ‘Audiences’ For Mobile Ad Targeting

September 3, 2013 – An early paradox of location-targeted mobile display advertising is that it typically generated better results but presented smaller audiences. Brands and agencies often shunned geo-targeting (and geofencing) for this reason.They wanted “scale” above all other considerations.
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5 Tools for Measuring In-Store Visits Driven By Mobile Ads

September 3, 2013 – Matching online ad exposure to offline visits has always been challenging for retailers, many of whom are unwilling to invest heavily in platforms that can’t show a direct ROI. This lack of information has led to hesitation among advertisers, and it is one of the reasons why only 3% of marketers now report finding “good ROI” in mobile advertising.
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Data Science Sanity Check: How To Ask The Right Question

August 26, 2013 - How many golf balls can you fit in a 747? This simple, albeit somewhat ridiculous, question digs right into the heart of data analysis and is the bane of recent college grads looking for employment in any quantitative field. These questions test the way we go from a series of assumptions about things we have limited information about to coming up with an answer we can’t immediately test. Read More

Could a Nasdaq-Style Glitch Bring Ad Trading to its Knees?

August 26, 2013 - Now and then the question comes up. How vulnerable is the digital ad ecosystem to the technical problems that occasionally knock out trading in the major financial markets? One such glitch hit Nasdaq on Thursday, freezing out investors for three hours. Time to revisit! Read More

PlaceIQ Hires Tumblr’s Former Finance VP as First CFO

August 15, 2013 - Mobile advertising technology company PlaceIQ has hired Scott Casey away from Yahoo! to be the first CFO in the company’s three-year history. Mr. Casey was VP-finance at Tumblr and oversaw the company’s $1.1 billion acquisition by Yahoo! earlier this year. Read More


Hackers Have Figured Out How to Take Over Your Toilet

August 15, 2013 – The “Internet of Things,” that buzzy phrase on the tip of everyone’s tongue lately, is the trend of getting household appliances like lights and thermostats online so you can control them from anywhere. Who would’ve guessed that this would eventually include toilets? And that these toilets can be hacked by Internet strangers? Read More

Premium Programmatic Isn’t Premium Without Location, So PlaceIQ’s Waiting In The Wings

August 7, 2013 – While PlaceIQ’s location intelligence solutions for marketers are not available via exchanges yet, I think most of us look forward to the day the company enters that market. Chief Revenue Officer Tony Nethercutt sees premium private exchanges in the company’s future — but for now, they’re direct only…Read More

How the GeoWeb Will Change Consumer and Business Behavior

July 30, 2013 – Digital location-based technologies are now a transformative force for consumers and businesses, particularly when coupled with the rapid adoption of mobile and the growth of big data. I’m a big believer in the future for “GeoDisruption” — the potential for consumers and businesses to interact in fundamentally new ways to take advantage of increasingly precise location-based technologies. Read More

Mobile Location Data, ‘Untapped’ Information

July 15, 2013 – Duncan McCall, CEO and co-founder of PlaceIQ, gave a presentation at OMMA mcommerce in New York today about mobile real-time location targeting. He started off by describing PlaceIQ as an audience targeting company that uses location and time to “uncover” audiences. He believes that the “untapped” knowledge of knowing where a consumer is, where they have been, and where they will go is huge for advertisers. Read More


Tech Firm Triples HQ with New Silicon Alley Lease in NYC

July 1, 2013 - PlaceIQ, a targeted intelligence solutions provider, is relocating from its home on W. 30th St., to a full floor in the approximately 74,000-square-foot building at 115 E. 23rd St., effectively tripling its headquarters space to 6,140 square feet. Read More

SMG’s Thompson: ‘Not One Client’ is Not Interested in Hyperlocal

June 28, 2013 – Derek Thompson is global managing director of mobile practice at ad agency Starcom MediaVest’s (SMG), which has more than $30 billion in annual billings. Thompson is the man responsible for vetting vendors in the mobile, and local, ad tech space, to identify the mobile firms with whom SMG, and its brands, work. In April, SMG announced a partnership with PlaceIQ to build out a new KPI for retailers, which measure when users, who saw a mobile ad, show up in-store. Read More

Twitter is Developing Geo-Targeted Ads for Retailers

June 21, 2013 - As the mobile ad market grows, so does the yen for targeting to make those ads more contextually relevant. It explains why Starcom MediaVest Group recently partnered with the startup PlaceIQ, which provides granular location data to help power mobile ads, to study the correlation between consumers seeing a mobile banner ad and walking into a store. Read More


How Big Data Will Transform The Mobile Ecosystem

June 4, 2013 – PlaceIQ has created what it calls a tile system, geospatially mapping mobile activity to create a comprehensive profile of a neighborhood’s mobile users. For example, the behavior of the mobile population in Times Square is completely different depending on the time of day, while other neighborhoods might have more consistent mobile usage over the course of a day.  Read More

PlaceIQ Raises $6.75 Million To Serve You Ads Based On Your Location

May 7, 2013 – The new funding comes as PlaceIQ has made a number of recent steps to prove out its model for hyper-local targeting. It recently introduced a metric called Place Visit Rate to measure real-world ROI on ads targeted by location. To do so, it partnered with Starcom MediaVest Group, and together the companies will be working to show a correlation between users being shown an ad and actually showing up in a physical store… Read More


Mapping The U.S. In 100-Meter Squares To Target Phone Users With Very Local Offers

April 26, 2013 – “If you’re coming out of a bar near a subway station on the upper westside of Manhattan at 1:30, and you’re hungry, Duncan McCall has a suggestion for you — maybe two or three suggestions — for nearby eating spots that cater to a late-night crowd.” Read More

SMG to Track How Mobile Ads Lead to In-Store Visits

April 2, 2013 - Starcom MediaVest Group has partnered with New York City-based startup PlaceIQ to unlock mobile marketing’s great mystery: when someone shown a mobile banner ad is enticed to walk into a store. The metric, which PlaceIQ calls Place Visit Rate, uses location data to illustrate what percentage of customers served a mobile banner ad for a retailer subsequently visited one of that retailer’s stores. Read More

With Mobile Growing, WPP Sees Opportunity to Make Billboards Smarter

June 21, 2012 – Today the exchange announced a new partnership with PlaceIQ to bring the startup’s audience data to its DOOH buying process. Like PlaceIQ’s channel partners in the mobile space, Spafax can use the latitude-longitude data associated with its inventory to target media by audience segments like “business travelers”…. Read More

Proving Location Targeting Can Hype Sales

January 18, 2013 – If mobile is that medium putting a marketer nearer to the consumer when he or she is closest to the point of sale, then the most compelling case the medium can make is its impact on retail sales itself… Read More

Nexage Launches Nexage Connect to Accelerate and Simplify the Mobile Advertising Market

November 6, 2012 - “PlaceIQ is enhancing the value of one of the most important capabilities in mobile advertising — location — by adding context and audience based intelligence to impressions with location information,” said Duncan McCall, CEO and Co-Founder of PlaceIQ. “With Nexage Connect, we gain an efficient and productive distribution channel, buyers get a simple method to more effectively target audience, and publishers benefit from the increased value of their data-enriched impressions… Read More

Mobile Display ROI And Location Reviewed At MIMA Summit

October 11, 2012 - Duncan McCall, CEO of location-based targeting platform PlaceIQ, presented alongside agency FRWD‘s Director of Shopper Marketing and Mobile, Matt Doherty, as they aimed to prove that data-driven, location-based mobile ads work. Mobile ads in this case meant smartphones and the like… Read More

How Location Technology Can Change Publishing (and Pay for Content)

September 27, 2012 - The first phase of a new technology usually imitates an existing product in digital form. Only later does it become, in the words of PlaceIQ’s Drew Breunig, “something wholly new that couldn’t exist before the technology.” That’s what’s happening today in location-based technologies and services. Read More

Big Data, brief encounters

September 10, 2012 - What’s unique about mobile advertising is that it’s, well, mobile. Mobile devices, like their owners, are constantly on the move. A marketer might reach a customer with a message that’s inappropriate for the time and place. Picture a video for a liquor brand blaring out of a young mom’s iPhone at a church picnic…. Read More

PlaceIQ, Turning Smartphone Location Into Context, Chooses Kognitio Cloud, Enabling Companies To Pinpoint “Hyper-Local” Marketing Efforts

September 5, 2012 - Kognitio, driving the convergence of Big Data, in-memory analytics and cloud computing, today announced that Kognitio Cloud, its innovative analytical platform, has been selected by PlaceIQ to help marketers more effectively target their messaging to smartphone users, based on factors such as their location and the time of day… Read More

The Weather Channel Is On The Cusp Of Something Big

August 31, 2012 - Through a partnership with PlaceIQ, The Weather Channel is letting brands innovate with geo-targeted ads. Advertisers can essentially target specific locations where their ads will run on The Weather Channel mobile app. The Weather Channel global CRO Curt Hecht explains why geo-targeted ads is a gamechanger below… Read More

Case Study: Weather Channel Partners With PlaceIQ for Targeting

June 21, 2012 – With access to relevant weather data and location information — and more than 30 million monthly mobile users — The Weather Channel is well-positioned to take advantage of the boom in hyperlocal ad targeting. The company’s recent partnership with PlaceIQ provides even more ways to deliver contextually relevant ads to mobile users based on location and time… Read More

Weather Channel Adds Hyperlocal Targeting

June 12, 2012 – Through a new partnership with location data provider PlaceIQ, The Weather Channel is rolling out hyperlocal targeting on its iPhone app, followed by an Android app in July and all other mobile platforms later this year. The new ad offering launches with several brands, including Chevy Silverado, Frito-Lay and Ram Truck… Read More

The Weather Channel Makes Push for Smart Hyperlocal Ads

June 11, 2012 – The Weather Channel is all about location, and so – increasingly – are its ads. The cross-channel meteorology brand has 30 million mobile users (average audience Dec 2011 to Feb 2012, per comScore), and a growing percentage of location ads are served based on where those users are when they do a weather check… Read More

Jumptap and PlaceIQ Bring Hyper-Local Mobile Targeting to Leading Retailer

May 22, 2012 – Jumptap, the leader in targeted mobile advertising, today announced the continued success and integration of its partnership with hyper-local leader PlaceIQ. The two companies worked together on a number of innovative mobile advertising campaigns in Q1 of 2012… Read More

Jumptap, PlaceIQ Team To Boost M-Commerce

February 22, 2012 – As retailers increasingly embrace mobile to boost foot traffic and drive m-commerce, mobile advertising is expanding as well. To capitalize on that trend, mobile ad network Jumptap has partnered with hyperlocal data provider PlaceIQ and appointed a director of retail to oversee ad efforts in the category… Read More

PlaceIQ: How Location, Time of Day, the Weather and Our Mood Add Context to What and Where We Buy

February 2, 2012 – Location is only one of the many contributors that makes up context in the mobile world. When you free up the computing power that we now have in most mobile devices from the confines of the home or office the possibilities are endless… Read More

Segmenting Location-Aware, Advertising Opportunity With PlaceIQ CEO McCall

January 22, 2012 – Duncan McCall is CEO & Co-Founder of PlaceIQ, a location-based data advertising technology company. McCall discussed the latest regarding location-based advertising and his company, which announced a new round of funding in December….. Read More

TrendWatch: The Wrong Way to do Hyperlocal

January 12, 2012 – Location-based ads already represent 20 percent of mobile spend, but results show that many companies aren’t doing it right. PlaceIQ’s Duncan McCall has some practical tips…. Read More

PlaceIQ Gets Funding To Nano-Target Local Context

December 15, 2011 – Understanding the context of users as they move through the day will become a key challenge for mobile media and advertising. PlaceIQ, a start-up that just received $4.2 million in Series A funding, says that “context” is more than just a DMA or a map of nearby businesses. It claims its ad-targeting technology creates a “hyperlocal digital index of the physical world… Read More

PlaceIQ Announces 4.2 Million in Funding

December 13, 2011 – PlaceIQ, the hyperlocal data company that builds audience profiles for 100-meter tiles across major metropolitan centers, has raised $4.2 million dollars in series A funding, led by U.S. Venture Partners and Valhalla Partners in addition to existing investors, kbs+p Ventures, IA Ventures, as well as Jerry Neumann. As part of the funding announcement… Read More

Hyper-Local Ad Targeting Startup PlaceIQ Raises $4.2 Million And Moves To New York City

December 12, 2011 – Ah, the allure of the Big City. PlaceIQ, a hyper-local ad targeting startup from Boulder, Colorado is moving to New York City, flush with $4.2 million in series A funding. New investors include U.S. Venture Partners and Valhalla Partners. Existing investors IA Ventures, kbs+p ventures, and angel investor Jerry Neumann also invested in the round… Read More

PlaceIQ Raises $4.2M for Location-Aware Targeting Platform

December 12, 2011 – PlaceIQ, a Boulder, Colo. location startup I wrote about earlier this year, just raised $4.2 million to build up its index of location profiles that can be used to better anonymously target ads to mobile users. The start-up raised the money from US Venture Partners, with Valhalla Partners joining existing investors IA Ventures, kbs+p Ventures… Read More