CAMBRIDGE, MA and NEW YORK, NY. February 21, 2012 – Jumptap, the leader in targeted mobile advertising, and PlaceIQ a hyper local audience company, today announced a partnership centered around hyper-local audience targeting.

PlaceIQ transforms ‘location into context’ by ingesting large amounts of unstructured, unrelated, anonymous location-based data types such as photos, place, event, digital, social and more. After cleansing and normalizing vast amounts of data, PlaceIQ then extracts patterns, trends, intelligence and context. The resulting hyper-local ‘location profiles’ (down to a city block) suggest the likely context and behavior of an anonymous user, or device. When coupled with time and location, these anonymous profiles can provide powerful targeting opportunities.

The Jumptap-PlaceIQ offering will make it easier for advertisers to reach precise grids that are most likely to contain people at work, luxury shoppers, tourists, students, travelers, and more. This approach is privacy-friendly, as PlaceIQ profiles locations not users, and no personally identifiable information is gathered, stored or used. As smartphones proliferate, retailers are recognizing the power of location awareness to drive foot traffic and in-store behaviors. The Jumptap-PlaceIQ partnership is squarely aimed at delivering on this promise for retailers.

To further strengthen Jumptap’s position with retail advertisers and brands, the company appointed Matthew Mulderink as Director of Retail. “Jumptap’s retail business experienced explosive growth in 2011, and retailers who leveraged our unique third-party data to target specific audience segments during the holiday season saw significant performance uplift,” said Todd Anderman, Chief Media and Revenue Officer, Jumptap. “Matthew’s retail expertise combined with our retail insights, existing third-party data relationships, and the addition of PlaceIQ’s hyper-location data will help our retail partners further integrate targeted mobile advertising into their overall media mix and increase sales.

About Jumptap
Jumptap is the leader in targeted mobile advertising. Reaching 95 million mobile users in the U.S. and 142 million mobile users worldwide, Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with third- party data providers, to understand mobile audiences better than any other ad network and provide intelligent targeting with scale. Through its large network of premium publishers and apps, and constant campaign optimization, Jumptap delivers the best ROI for advertisers and highest yield for publishers and developers. Jumptap has pioneered mobile advertising privacy standards and is committed to unlocking mobile opportunities for all parties through its ongoing industry research, such as its Understanding Mobile Audience series and monthly MobileSTAT report. Visit http://www.jumptap.com and http://www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery http://www.jumptap.com/gallery.

PlaceIQ transforms location into context, providing a deep understanding of the actual dynamic context of a specific hyper local location. PlaceIQ enables highly-efficient, privacy-friendly mobile audience targeting, improved relevancy in ad selection, as well as the ability to turn location-aware mobile impressions into valuable audience profiles and context. These capabilities result in a more targeted and effective mobile media spend, better relevancy and optimization in ad serving, and increased monetization of supply side inventory. PlaceIQ shows who the people are and what they are doing, while SpotRank shows how many are actually present at any given time and place.

SpotRank is a data intelligence service from Skyhook powered by tens of millions of devices making hundreds of millions of location requests per day over several years. SpotRank predicts the density of people in predefined urban square-block areas worldwide at any hour, any day of the week. No other data source is available that assembles aggregate mobile request traffic with comparable accuracy and completeness. In fact, no other company even attempts to open up their data sources for public use and analysis.

“Skyhook and PlaceIQ share a common belief and understanding as to the huge value location data can provide across a spectrum of industries and applications,” said Duncan McCall, co-founder and CEO of PlaceIQ. “Skyhook’s digital busyness data is a very powerful input into the PlaceIQ context engine, and provides a much deeper understanding of the context of a location by enabling PlaceIQ to better understand the actual busyness patterns of a location, and how and why those change over time.”

Also very important to PlaceIQ is the anonymous nature of Skyhook’s data, meaning it contains no user information or personal information, and does not track individual users. Maintaining a privacy-friendly approach to location context is at the core of PlaceIQ and Skyhook’s approach.

“Laying our SpotRank data over PlaceIQ’s has created a powerful tool for developers and advertisers,” said Ted Morgan, founder and CEO of Skyhook. “The combination provides insight into human behavior that has never existed before.”

About Skyhook, Inc

Skyhook is the worldwide leader in location positioning, context and intelligence. In 2003, Skyhook pioneered the development of the Wi-Fi Positioning System to provide precise and reliable location results in urban areas. Today, Skyhook’s Core Engine provides positioning to tens of millions of consumer mobile devices and applications. For more information visit www.skyhookwireless.com.

About PlaceIQ

PlaceIQ is a provider of ‘Next Generation Location Intelligence’. Extracting meaning and context from the huge explosion of ‘new’ location data being created – PlaceIQ enables the detailed dynamic understanding of a place or location like never before. For more information visit www.placeiq.com/ .

 

Contact:

Beth Winkowski
Skyhook Wireless
Phone: (978) 649-7189
Email: beth@skyhookwireless.com

Duncan McCall
PlaceIQ
Email: duncan@placeiq.com

Follow the link for the video.