Tubemogul strikes deal to shake-up location-based advertising

"The partnership revolves around Factual's Geopulse Proximity and Geopulse Audience tools, which are now available within Tubemogul's software platform, giving marketers access to a complete suite of location-based targeting tactics. Marketers can create highly customised geo-fences, or location-based audiences and then apply that targeting to their video campaigns executed on TubeMogul. In either case, Tubemogul's clients can use Factual's tools to create their own segments, or work with the data provider's strategists to help devise their own campaigns."

"Having the data stored on independent platforms, also lets advertisers use benefit from data portability (the ability to apply data across multiple campaigns and inventory), as well as enhanced scale from aggregating multiple supply sources and contexts - two areas most marketers will struggle to find within walled gardens. One of the biggest benefits of using software to activate mobile location data is the "flexibility it affords marketers to test out different tactics and identify what works best for them and that specific campaign,""

Tubemogul partnered with independent mobile location data company Factual to integrate Geopulse Proximity and Geopulse Audience within its software platform, providing a suite of location-based targeting tactics. Marketers can create custom geo-fences or location-based audiences and apply that targeting to video campaigns executed on TubeMogul, either building segments themselves or working with Factual strategists. Storing data on independent platforms enables data portability across campaigns and inventory and increases scale by aggregating multiple supply sources and contexts, capabilities less available inside walled gardens. Software activation allows flexible testing. Geo-fencing can leverage historical visitation habits to target behavior-driven segments and drive engagement.

Read at The Drum