Attention lives where consumers live, and while the activity and location is ever-changing, one thing is certain: their phones are with them. However, how do advertisers leverage location data to improve message targeting and timing?
To bolster our data-driven campaign planning, targeting, and measurement capabilities, today we announced AdColony’s new strategic partnership with NinthDecimal, a leading audience intelligence platform powered by location data.
By aligning technologies between the AdColony and NinthDecimal platforms, advertisers will now be able to layer both rich location data and SDK data onto campaigns leveraging high-impact mobile video formats.
It’s the geographical ganache of a campaign cake.
How It Works
Physical world behavioral data from NinthDecimal’s Location Graph™ intelligence platform will fuel True Audiences™, AdColony’s audience management platform. The layered data will create pull-through and provide new ways for brands to drive action and engage consumers at scale in meaningful & measurable ways.
On top of this, the Location Conservation Index™ (LCI™) will be leveraged to provide campaign attribution & ROI measurement, because, as Will Kassoy noted in the announcement, “brands want proof their paid media is moving the needle and driving real outcomes.”
Bringing It Together
By combining innovative ad formats with multi-layered audience data, Kassoy noted that, “we will be able to provide our brand advertisers a full suite of location solutions, from customer insights, to audience segments, to attribution, all tied to our market-leading video products and aimed at delivering physical world outcomes for our clients across the most popular mobile apps and sites in the world.”
Join the Conversation
How do you layer data signals to reach consumers on their mobile devices at pivotal moments in their day, and what visibility do you have into real-life conversions? Tweet your thoughts to @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.
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