What is the value of PlaceIQ data and how can it be used?
PlaceIQ data can be applied in many different ways, some of which are described under the applications section. At a high level, one of the primary use cases for PlaceIQ is in the optimization of digital advertising, through a deeper detailed understanding of location data.
For this example the digital ad ecosystem receives a request that includes location information – this could be a location aware mobile ad impression, a location specific search term, an ad or content request on a physical digital sign, etc. In each of these cases a more relevant, targeted and ultimately performant ad or message could be served if the context of the end location is understood. In order to understand that dynamic place context, the digital ad ecosystem can send the anonymous location to PlaceIQ, which then can return the place context – e.g. type place, people, intent, IAB segment affinity, etc. This information can then be used to serve a more relevant ad if available.
For example if PlaceIQ returns a strong result for “tourists” this might be a good place to show an ad for rental cars or hotels. While if PlaceIQ reveals the current location is active nightlife with a young demographic, with intent towards fast food and taxis, then a message more suitable to that result would be better served.
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