What Goodhart’s Law Can Teach You About Performance Data

Posted in Audience Series, Blog

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle topics to give a 360-degree view on this vast, ever-changing industry. The following article ran in AdExchanger’s Data-Driven Thinking series.

Roman Shraga
By Roman Shraga

Is there a metric you use to evaluate the effectiveness of something critical to your company’s success? What about a metric used by your company to evaluate you?

If so, it is essential that you understand what could go wrong in the evaluation of performance data. Your job depends on it!

Performance data is the information that is used to assess the success of something. It’s how you evaluate the effectiveness of an ad campaign, the throughput of an engineering organization, or the business attributable to a specific salesperson, for example. Because performance data is directly tied to the key goals of both individuals and organizations, it is a sensitive – and even contentious – topic. It is ripe for obfuscation and abuse.

Goodhart’s Law

A critical insight into how to deal with performance data comes from Goodhart’s Law: “When a measure becomes a target, it ceases to be a good measure.” In other words, when the measure being used by decision-makers to evaluate performance is the same as the target being optimized by those being measured, it is no longer a reliable measure of performance.

The most cited example of this law in effect is the case of nail factories in the Soviet Union. The goal of central planners was to measure performance of the factories, so factory operators were given targets around the number of nails produced. To meet and exceed the targets, factory operators produced millions of tiny, useless nails. When targets were switched to the total weight of nails produced, operators instead produced several enormous, heavy and useless nails.

The above example is absurd, but illustrates the point: When a measure of performance is the same as the target, it can be abused to the point of no longer being useful in measuring the desired outcome.

Advertising Implications

This happens all the time in the modern world. For example, when CTR is both a measure and a target, ad companies have a perverse incentive to optimize for clicks with absolutely no regard for whom is doing the clicking. An ad campaign for Ferrari with CTR of 15% sounds amazing — unless the majority of people who clicked the ads are teenagers looking at pictures of cool cars.

Similarly, when cases closed is both the measure of performance and target of customer service organizations, employees might choose to close cases without fully investigating and resolving them. When page views are both the measure and the target of news sites and blogs, editors have incentives to post shocking and controversial content to optimize for the target. In the long run, of course, this behavior degrades the quality of the site and the page views measure is no longer a useful indicator of the desired outcome of an engaged user base.

Mitigation Techniques

Examples of Goodhart’s Law can be found in every industry and every department of an organization. Fortunately, there are several approaches that can be taken to mitigate its harmful effects.

  1. The first approach is also the most difficult. By thinking deeply about what is being measured and what the constraints are, it is possible to formulate better measurements. A body of knowledge known as the theory of constraints can be used to guide your thought process as you try to come up with a better measure.

    For example, as an alternative to relying on cases closed as a measure of customer service, a company can learn from Zappos and strive to quantify and reward good experiences as reported by customers. Still, it must be said that there is debate about whether it is even possible to find a single measure that is immune to the effects of Goodhart’s Law.

  2. A second approach could be to create a “balanced scorecard” of several different measures instead of relying on one. With this strategy, you reduce the risk of a single measure being gamed by looking at multiple measures that evaluate performance from different angles. For example, CTR can be supplemented with a measure of traffic quality, such as bounce rate or conversion rate.

    When you add multiple measures to your overall performance evaluation, you not only reduce the opportunity for abuse, but you begin to get a more nuanced understanding of the inherent tradeoffs being made. This is similar to the dual metrics of precision and recall used in machine learning classification problems. Together they measure how often the machine gets the right answer and what proportion of the total right answers the machine is able to get.

  3. A third way to mitigate the effects of Goodhart’s Law is to simply use human discretion. This means poking and prodding a reported performance measure until you develop a true understanding about what it is actually indicating. You need to ask questions that ensure the measure relate to the ultimate goal.

    Additionally, think about whether it would be possible to get a perfect score on the measure, and if it would be possible, to do so without adding any value. This line of reasoning will allow you dissect a measure until you understand whether or not it is doing a good job of indicating performance.

In the end, a mix of all three approaches to mitigation is the most judicious thing to do. You should strive to create the best possible measures that look at performance from multiple angles while always maintaining skepticism and inquiry.

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle topics to give a 360-degree view on this vast, ever-changing industry.

PlaceIQ’s PIQonomics Report Featured in USA TODAY

Posted in News

PlaceIQ’s Winter PIQonomics Report titled “The Impact of Baseball” was featured in USA TODAY Snapshots, a statistical graphics feature in the daily national newspaper.

The graphic highlighted some of the most interesting superlatives from PlaceIQ’s most recent report, which analyzed the behaviors of audiences which attended Major League Baseball (MLB) games by connecting the location histories of mobile devices in the stadiums with PlaceIQ’s location intelligence platform.

Published fan demographics included:

  1. Wealthiest: San Francisco Giants
  2. Most College Students: Boston Red Sox
  3. Most Hispanic Fans: Miami Marlins
  4. Most Millennial Fans: Chicago Cubs

Check out the full MLB PIQonomics report here!
USA Today Snapshots

PlaceIQ’s Top Picks for SXSW 2014

Posted in Blog, PlaceIQ

In advance of SXSW, PlaceIQ searched high and low for the best of the best in Austin. Here are our picks for food, drinks, and everything in between! Check out some of our favorites if you’re lucky enough to make it to Austin for this year’s festivities.
PlaceIQ_SXSW-Map


View PIQ’s Picks for SXSW 2014 in a larger map

PlaceIQ Partners With TRUSTe to Enhance Existing Consumer Privacy Protection

Posted in Blog, Most Recent

NEW YORK, NY – PlaceIQ, the company building more accurate audiences with location, time and real-world behavior, 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.

“As this market rapidly evolves we believe that receiving messaging that is more contextual, timely and relevant to their interests is of tremendous benefit to consumers, and PlaceIQ continues to strongly support the industry’s efforts to respect consumers’ privacy expectations,” said Duncan McCall, CEO of PlaceIQ. “Our relationship with TRUSTe is the latest example of that commitment and it ensures that when our offerings are leveraged by our customers, they are in line with today’s standards.”

PlaceIQ brings together the tremendous and growing amounts of data about and from location to better understand the way consumers physically behave in the real world. It then leverages these insights to help advertisers and agencies better reach, target and message to their ideal audiences. While this data has always been opt-in and comprises non-personally identifiable information (PII), the partnership with TRUSTe enhances PlaceIQ’s ability to ensure consumer control and transparency are central components within its offerings, helping its customers comply with online behavioral advertising (OBA) best practices.

“At the forefront of a significant shift in how agencies and brands understand consumers, PlaceIQ has signified that it recognizes the responsibility of all parties to work together to respect their privacy,” said Rich Qiu, VP of Mobile Business Development at TRUSTe. “We are pleased that they have chosen to integrate their platform with ours, recognizing the additional safeguard this will provide to those using and being engaged by their technology.”

Dynamic Creative: The Perfect Gift for Every Campaign on Your List

Posted in Audience Series, Most Recent

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle a new topic to give a 360-degree view on this vast, ever-changing industry.

Young Lee
By Young Lee

Being in the midst of the holidays, consumers are hustling to find the perfect personalized gift during this shopping season. The same is also true for marketers and media buyers, where they strive to deliver the most relevant and personalized ad to their target audiences.

Using PlaceIQ’s technology, marketers are able to build sophisticated audiences based upon real-world behavior, and then leverage the context of time and location to deliver the most relevant ad; however, this is only half of the puzzle. The other half is the mobile creative. Many marketers execute campaigns with a “one creative fits all” approach across the targeting tactics of their mobile campaigns. However, it’s essential that one must understand that mobile is different from desktop because of the location-awareness of mobile devices. Delivering audience-aware mobile creative can have interesting results.

Audience-Aware Creative

When building out the mobile campaign creative, it is important to consider the audience, location, and time of day to give that personalized touch and resonate with the end user. Choosing the right creative is in itself a daunting and complicated task. Below are some suggestions for improving mobile creative, gleaned from what I’ve observed with working with marketers.

  1. Lower- Versus Upper-Funnel Tactics

    Targeting users in the lower funnel, like in-store or at the point of purchase, should have messaging related to features, price-points, and product descriptions. Users in the upper funnel should have more general brand messaging.

  2. Demographics

    Marketers should consider the demographics of their users. For example: Is the targeting tactic reaching price-conscious or affluent users? Affluent users are likely price-insensitive, so messaging should include features and benefits.

  3. Location

    Because the duo of location and time is a large indicator of intent, taking the combination into account for creative messaging is also important. Is your targeted audience interested in music? Have they been to a music venue recently? Were they there at night, perhaps when a concert could have taken place? This user will likely respond to messaging that includes a music theme.

Measurement

For any creative execution, it’s always important to have some sort of measurement to track the results. While click-through rate and interaction rates are the standard metrics of performance in display and mobile campaigns, PlaceIQ’s Place Visit Rate™ (PVR™) is a strong indicator of performance when it comes to branding campaigns because it can help marketers determine the true impact of their ad on in-store visits.

An example of an early success of utilizing “audience-aware” creative was a recent mobile campaign with an auto advertiser driving consumers to their dealerships. This campaign tested placements using generic creative against dynamic creative, in which the user received mobile ads that changed messaging and background depending on a user’s location. Initial results are showing positive signs, where users exposed to dynamic ads are about 2 times more likely to visit target destinations when compared to the other targeting tactics.

Choosing the right creative (or the right gift) is always a difficult task. There is never a silver bullet, and it will require multiple rounds of trial and error. However, learning about your target audiences and tailoring the creative based on this data can go a long way to connecting your brand to your audience.

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle a new topic to give a 360-degree view on this vast, ever-changing industry.

What We’ve Learned: Navigating an Event-Driven Mobile Campaign

Posted in Audience Series, Blog

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle a new topic to give a 360-degree view on this vast, ever-changing industry.

Joeseph Ranzenbach
By Joseph Ranzenbach

PlaceIQ CEO Duncan McCall has long said that “location is the biggest indicator of intent since search,” and both brands and advertisers have seemed to agree in kind. Mobile, the media format that enables the greatest degree of accuracy in identifying a user’s location, has witnessed a growth in advertising dollars that outpaces every other media format, and much of this spend is going to location-based targeting.

And why not? Not only are there more Android devices activated each day than there are babies born, but users are spending increasing amounts of time on their newfound electronic lifeblood, which is rarely more than three feet away from them. Add in granular location data on each impression, combine that with a sophisticated understanding of the space and time in which consumers travel, and you have an incredible platform for audience development, targeting, insight and attribution.

But in order to build and execute on a successful campaign, particularly for the impending phenomenon of holidays over the coming weeks, it is imperative to develop a well-planned, event-based advertising strategy.

The Challenges of Event-Driven Targeting in Mobile

Targeting a successful location-based advertising campaign on a day like Black Friday, Cyber Monday, or any of the hectic shopping days before Christmas can prove to create an enthralling set of problems to solve. In our experiences running event-driven mobile campaigns in the past, including a particularly relevant, large-scale campaign that targeted in-store customers on Black Friday 2012, we’ve learned to fine-tune our execution strategies to account for a few potential challenges:

  1. Supply Scarcity

    Whether you’re a big box retailer with 1,000 brick-and-mortar locations across the country or a regional consortium of auto dealers, it’s important to note that there is a limit on the market of available impressions out there for your in-store customers. (Khoa Pham wrote an excellent post on Fermi problems and ad targeting).

  2. Increased Competition

    Increases in consumer purchase intent on days like Black Friday are met with increases in advertising demand, meaning that the competition for consumer attention on limited available impressions is much higher than usual and, despite increased shopping activities, supply will not rise to meet demand in many cases.

  3. Scalable Infrastructure

    The increasing rush of ad demand to RTB, which has consistently outpaced research firm projections in recent years, has led to an increased supply in ad impressions and, consequently, an increased requirement for ad buyers to develop scalable infrastructure. The increase in consumer activity and competition for impressions brought on by holidays and large-scale events makes scalable infrastructure even more important. In order to capitalize on as many of those limited, relevant available impressions and beat out competition for them, it’s imperative to support seeing as much of the pool as possible. Unfortunately, due to the innate scarcity of addressing in-store audiences, the law of diminishing returns applies to supporting increasing pools of inventory and infrastructure.

  4. Atypical Behavioral Patterns

    Large-scale events effect consumer behavior and require algorithmic adaptation and iteration. What works on a typical Friday will not likely produce the same levels of accuracy or success on Black Friday or the Super Bowl when it comes to targeting, analytics, and performance (Rachit Srivastava wrote a great post on this topic).

Making Location Scale & Constructing Successful Campaigns

So given the known limitations, how do you make location scale to most effectively reach your audience and meet your campaign goals?

  1. Build a Strategic Audience Portfolio

    In building your campaign, it’s important to develop a targeting portfolio that not only helps you to achieve your goals, but also hedges your risk and offers opportunities for some home runs. For instance, while targeting consumers that are in your brick-and-mortar locations is an exceptional component to any campaign, it shouldn’t be your entire campaign, as it may limit your scale and reach. As supplemental audiences in your portfolio, why not try conquesting those who have visited a competitor’s location in the past and also targeting locations that consumers are likely to visit before reaching your stores?

    Additionally, it’s worth noting that growth in mobile commerce is outpacing both e-commerce and in-store sales. Why not build that into your campaign strategy as well? Given that not all consumers will be doing their shopping in-store this year, adding line items for in and out-of-home audiences with affinities for your products can help capture mobile or online commerce in addition to helping drive brick-and-mortar traffic.

  2. Utilize Data Intelligence, Not Data Sets

    There are a lot of flawed and incorrectly attributed location data sets out there and unfortunately a lot of folks are using the same ones. When dealing with large amounts of spend, especially over short periods of time, invest in a partner who invests their own time and resources in data aggregation, intelligence, quality, and analytics. There’s a reason why Apple’s initial mapping foray met so much criticism – location is a lot harder than it seems.

  3. Plan Ahead & Close the Feedback Loop

    At PlaceIQ, we’ve plotted billions of points of information against our patented location analysis platform to derive an intuitive, audience based understanding of the world around us. In preparation for large-scale, event-based campaigns, we reference previous campaigns and data sets with billions of data points and comparable conditions to adapt our expectations, rather than, say, a panel of a few thousand users (Extra Credit Reading: Why We Need to Do Better than Panels, Focus Groups and Surveys).

The holidays can be a very stressful time for many brands and advertisers, but they really don’t have to be. Significant scale and profitable results can be achieved by intelligently targeting your ad spend through strategically built audience compilations and being flexible with iteration. When it comes to event-driven targeting in mobile, thoughtful planning and leaning on data-driven insights can make the difference between celebrating an innovative and successful campaign and standing still while your competitor does.

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle a new topic to give a 360-degree view on this vast, ever-changing industry.

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

Posted in Blog, News

NEW YORK, NY – PlaceIQ, the company building more accurate audiences with location, time and real-world behavior, 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.

Scott Casey, PlaceIQ’s chief financial officer, will lead a discussion during the Silicon Alley Technology Roundtable, hosted by J.P. Morgan, for New York technology companies’ chief financial officers on Tuesday, December 3. An invite-only event for a select group of chief financial officers, the conversation will revolve around the opportunities and challenges facing fast-growing technology companies, including key tax planning considerations for tech executives and the 2014 IPO climate. In addition, participants will also have the opportunity to hear from J.P. Morgan Investment Bank and Chase Commercial Bank representatives about trends in the rapidly-changing sector.

The afternoon of Tuesday, December 3, Drew Breunig, PlaceIQ’s VP of strategy, will participate on a panel at 4:30 PM ET during Mediabistro’s Inside Mobile Apps Conference — “Mobile Apps: Transforming the Shopping Experience.” Breunig will draw upon his decade of experience working with agencies and their clients specializing in big box retailers and national brands to share insight into how retailers can more effectively leverage mobile and location data to define their audiences. Inside Mobile Apps is taking place at The New Yorker (481 Eighth Avenue) and brings together leading developers, industry luminaries, and thought leaders for two days of in-depth insight, analysis, and opinion on the key areas defining the mobile and social app ecosystem. To register for this event, please visit: www.mediabistro.com/insidemobileappsconf/.

PlaceIQ Patent Validates Innovative Approach to Mobile Targeting

Posted in Blog, News

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle a new topic to give a 360-degree view on this vast, ever-changing industry.

Steve Milton
By Steve Milton

For the past four years, PlaceIQ has been immersed in the emerging world of the “mobile consumer.”

Smartphones and tablets are being adopted at a mind-boggling rate, resulting in a large percentage of the population carrying these devices with them throughout their day. Most importantly to us here at PlaceIQ, these devices have a growing set of sensors that record user activity with amazing detail – location being one example.

The potential of this data set is what sparked the idea for PlaceIQ to contextualize the relationship between places, time and people, and more specifically, behavior, preferences and intent. From the beginning, we set out to respect individual privacy while developing meaningful insights. We were recently awarded our first patent for our efforts in creating audiences from location histories.

It is exciting to validate some of the many innovative approaches we have developed. Reading patents can be very laborious, so I’ll summarize the nature of our invention below.

PlaceIQ has developed one of the most detailed and accurate GIS databases commercially available. We ingest hundreds of millions of data points describing a huge diversity of places in our North American data set. Each location is contextualized with a large, varied set of data, ranging from business name and type, to event listings, to TV viewing preferences, and so on. Our raw database contains more than half a trillion data points.

All of this information is mapped into one billion 100m x 100m tiles, allowing us to create rich profiles for specific places. Tiles are our method for providing structure to this very large and complex set of data. Without this structure, it would be very difficult to identify valuable relationships among the various data sets.

Though a reasonable data set for computation, it is still a daunting task for quality assessment and ultimate prediction modeling on top of the data. So our next step is to classify tiles.

We have built hundreds of rules to draw out each tile’s characteristics. Finally, we use resolution to refine these models.

Regardless, some tiles remain noisy and are filtered out for downstream use. As you can imagine, this is a continual process as we onboard new data sets and evaluate the quality of our predictions. The result is a powerful product we call PlaceContext.

Our early experiences using PlaceContext to serve mobile ads demonstrated the power of location in reaching consumers effectively on mobile devices. Our data science team was able to quickly create heuristics to predict specific audience affinities to given tiles, days, and times. The results were consistent and compelling.

The next step for us was to try to understand broader consumer behavior. Through our work in mobile advertising we have been exposed to huge location data sets that identify unique devices without exposing personal information related to that device. This allows us to build anonymous location, day, and time histories for each individual device.

We ingest over 20 billion signals each month, and this is growing quickly. By intersecting these data sets with our PlaceContext database, we are able to rapidly augment the location histories of these devices.

From these data histories, we found that most people are creatures of habit, and that over the course of several months, we can identify primary demographic and psychographic characteristics with very high confidence. The types of characteristics we predict range from “avid golfer” to “chief household officer” and beyond. We have now developed hundreds of these characteristics for marketers to utilize in targeting and analytics. And, most importantly, we are able to develop these without understanding or collecting personally identifiable information.

This capability provides a very accurate and robust way for our customers to understand and reach their mobile audiences with confidence and relevance. We currently have over 100 million devices with high confidence segmentation, and the number of devices and attributes are growing daily.

We are working on several other groundbreaking technologies to further enrich and complete our understanding of consumer behavior, such as connecting the mobile audience to other digital mediums.

We are also starting to expose our PlaceContext product to customers so that they can build their own predictive models for their proprietary data.

The most exciting and rewarding thing about working at PlaceIQ is the opportunity to work with highly innovative customers and some of the brightest software and data technologists in the industry.

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle a new topic to give a 360-degree view on this vast, ever-changing industry.

Black Friday: The Ultimate Test

Posted in Audience Series, Blog

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle a new topic to give a 360-degree view on this vast, ever-changing industry. The following article was featured as an AdExchanger “Data-Driven Thinking” column.

Rachit Srivastava
By Rachit Srivastava

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?

Black Friday is like no other time of the year, and it may require marketers to step out of their comfort zones. This is no time for autopilot. If you want to pass the ultimate test, preparation is key.

Major Challenge 1: Infrastructure

On Black Friday, consumers are more inclined than ever to shop, and advertisers want to take extra advantage of this. This means that overall there will be more competition for targeted ad impressions served that weekend than on other days of the year. Advertisers will funnel an increasing number of ads towards these limited impressions in order to cash in on the intent of consumers and channel them toward stores.

To read the rest of this article, please visit Adexchanger.com.

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle a new topic to give a 360-degree view on this vast, ever-changing industry.

PlaceIQ Expands Leadership Team Following 370 Percent Overall Employee Growth in 2013

Posted in Blog, News

NEW YORK, NY – 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.

In his role as VP, engineering for PlaceIQ, Shao will manage the company’s engineering talent, technology, and systems. Previously, he served as VP, technology for PulsePoint, where he oversaw the creation and launch of one of the market’s first real-time bidding (RTB) exchanges. Shao and his team also integrated PulsePoint’s proprietary audience mapping technology across the company’s programmatic offerings, as well as led the development and adoption of the OpenRTB standard. He spent the early years of his career engineering technology solutions for CampusEAI and his alma mater, Rutgers University.

Neel, a highly respected industry expert with more than 12 years of executive leadership experience, will ensure PlaceIQ’s clients have the resources and tools that they need to transform marketing intelligence into global business results as VP, Data and Insights. In her previous position as SVP, sales for comScore’s Big Data platform, Digital Analytix, she and her enterprise sales team significantly expanded the business analytics revenue on behalf of top media, publishing and technology clients. Over the course of her career, Neel has managed and grown global accounts, expanded product lines, built businesses and managed P&L all while driving the type of client satisfaction that results in lifetime customers.

With a background in sales and identifying opportunities for brand advertisers with the mobile and wireless industry, Ryan joins PlaceIQ as RVP, sales in Detroit, Michigan, where he will supervise the sales team and customer service in that region. Previously, as RVP for Millennial Media, Ryan was responsible for multi-million dollar revenue generation across the company’s top-100 advertiser client base while overseeing the opening of a Detroit office. Prior to that, Ryan held customer, media, and partner-facing roles across agencies including Publicis, Starcom Worldwide, J. Walter Thompson, and Carlson Marketing Group. As an advocate of mobile advertising, Ryan was an early adopter of technology as a means to quantify advertising investments.

“PlaceIQ has scaled significantly as more major brands have begun to work with us this year to better understand and engage their target audiences by leveraging our technology,” said Duncan McCall, CEO and co-founder of PlaceIQ. “Jason, Elise, Jim, and all of the valuable employees whom we’ve brought on represent our inside-out approach to ensuring that we continue to deliver for our clients and are prepared for an even more successful 2014.”

To learn more about available positions at PlaceIQ, visit: http://www.placeiq.com/careers/

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