On June 4, 2013, at Street Fight Summit West, Factual CEO and Founder Gil Elbaz joined Rex Briggs for a fireside chat discussing local data in the context of mobile marketing. Rex is a renowned expert in marketing ROI and, as CEO of Marketing Evolution, works with large advertisers and agencies to help them measure and understand the efficacy of their marketing campaigns. During their discussion, Gil and Rex touched on topics such as how location data can help advertisers craft contextually relevant messaging, the role of location data in creating personalized app experiences, and how data can help measure the performance of mobile ads.
Mobile developers are increasingly focused on creating a personalized experience for their users. Leveraging location has become a valuable tool to provide context for this personalized experience, so we’re thrilled to announce our cooperation with Qualcomm Labs. This combination of Qualcomm Labs Gimbal™ context awareness platform and Factual’s location data platform will enable mobile developers to develop richer contextually aware applications from Gimbal’s on-device sensor fusion.
Gimbal enables mobile developers to take advantage of the powerful capabilities of modern smartphones, including location-awareness, to deliver timely, personalized, and relevant content to mobile users. Developers using Gimbal can now tap into Factual’s Global Places and Geopulse Context to derive further context from the location signals generated by Gimbal. Likewise, Factual can now offer mobile developers on our location platform the opportunity to use Gimbal’s powerful location capabilities.
Qualcomm’s long history in developing chipsets for mobile devices gives them the engineering expertise to develop a platform that enables developers to access powerful sensor signals in a battery-friendly way. Their prowess with devices combined with the scale and quality of the location data generated by our real-time data stack will enable developers to build incredibly rich personalized experiences for their users.
-Bill Michels, VP of Product & Partnerships
In May 2012, we launched the Geopulse API product to help developers understand the demographic and commercial context of any point on the earth. Over the past year we have learned from our users what is important to them in a contextual platform, and how they use it to personalize a mobile experience.
Today, we are announcing a major relaunch of our Geopulse product, as well as a name change to Geopulse Context to reference more explicitly the (wait for it) contextual nature of the platform. Over the next few months we will be rolling out other mobile products under the broader Geopulse moniker.
As part of the today’s new Geopulse Context rollout, we’ve beefed up the demographic data in the US census available through the service, including:
- Population density score
- Total square meters of the block group
- Total population by block group
- Count of housing units in the block group
- Level of education by sex
- Median household income
- Race and ethnicity
We’ve also juiced the commercial metrics returned by the service including:
- The containing metro area (or MSA in the US)
- The relative proportion of business to residential addresses
- Factual Commercial Density: the relative density of businesses near a location
- Factual Commercial Profile: the types of businesses near a location
Basically we have designed this to be a true point-in, data-out service, created explicitly for audience building and contextual personalization.
We also announced today a partnership with Millennial Media, which is using Geopulse Context and Global Places to enhance the relevance and personalization of their mobile ad targeting for publishers and advertisers.
We look forward to working with additional developers, publishers, and advertisers to understand their users better through the demographic and commercial characteristics we provide. As always, we appreciate your feedback.
We’re happy to announce today that Factual and Millennial Media, the leading independent mobile advertising and data platform, have partnered to increase relevancy and personalization in mobile ad targeting.
Millennial Media has integrated Factual’s Global Places data and our Geopulse Context API to its industry leading data set to deliver better results for its advertisers and publishers. Global Places spans over 66 million places in 50 countries, and Geopulse Context provides rich demographic and commercial context to any geographic point.
Millennial Media has been an excellent partner in validating the power that Factual’s global location data can deliver to increase relevancy and personalization in mobile ad targeting. We look forward to continuing to work together to enhance their ad solutions for publishers and advertisers.
Talking about the deal, Millennial Media’s GM of North America, Marcus Startzel, said: ”Our first party location data allows us to unlock powerful insights for advertisers, and the addition of Factual’s Global Places data and the Geopulse Context API to our ad targeting stack is another piece of the puzzle that will enhance our ad targeting solutions and provide additional value to our partners in the ecosystem.”
-Bill Michels, VP of Product and Partnerships
We recently released a new build of our US data that added an additional 1.9 million places, bringing the total from 24.7 million to to 26.6 million. These 26.6 million places were built from 539 million references, up from 521 million reference used in our last release. This increases our Global Places count from 64 million to 66 million total places in 50 countries.