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Viant’s Adelphic Partners with DoubleVerify, Adding Pre-bid Viewability and Brand Safety Targeting To Its Cross-Channel Platform

November 28, 2017 in Press Releases

Addition of DoubleVerify Provides Clients With Enhanced Measurement Capabilities, and Management of Non Human Traffic

(Waltham, MA, November 28, 2017) — Adelphic, a self-service platform for cross-channel programmatic advertising, today announced the addition of pre-bid viewability and brand safety targeting to its platform from DoubleVerify, a leading independent provider of digital media quality solutions. The offering is available omni-channel across all of Adelphic’s 25+ supply partners, allowing marketers to reach audiences via video, display and native on both mobile and desktop.

DoubleVerify’s pre-bid targeting capabilities also provide Adelphic’s clients with additional tools to measure viewability rate and determine whether or not content is brand safe across display and video on mobile and desktop. DoubleVerify’s enhanced Fraud/SIVT detection tools will also enable Adelphic to track and prevent non-human traffic (NHT) across mobile and desktop.

“The addition of DoubleVerify to our platform reflects our continued investment in technology that streamlines pre-bid targeting through real-time evaluation of web and app data based on factors including viewability, brand safety, ad fraud, traffic ad quality, context and player size,” said Jeremy Haft, National Vice President at Adelphic. “With DoubleVerify’s granular pre-bid tools integrated into our people-based DSP, Adelphic is optimizing cross-channel and cross-device client campaigns, ensuring they can reach the right audiences while running on brand-safe inventory.”

Adelphic’s integration with DoubleVerify’s pre-bid viewability tools enables clients to target the right audiences before they start a campaign, rather than relying on post-campaign metrics to understand what was viewable. With 48% of programmatic display impressions not viewable, according to DoubleVerify, enhanced targeting and measurement capabilities are becoming critical for brands looking to optimize their media spend while running campaigns in brand safe environments.

“DoubleVerify is committed to bringing transparency to the market so advertisers can have the confidence that their investment was viewable and fraud-free,” said Steve Woolway, SVP Business Development at DoubleVerify. “This partnership with Adelphic highlights DV’s strength and innovation in mobile app measurement and targeting.”

 

ABOUT ADELPHIC

Adelphic is a leading people-based cross-channel demand-side platform.  Adelphic provides an enterprise-ready self-service software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers across all devices and formats. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies. Adelphic is owned by Viant, a subsidiary of Time Inc. (NYSE:TIME). For more information, visit www.adelphic.com.

 

ABOUT DOUBLEVERIFY

DV is the leading provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transparency and accountability to deliver the highest level advertising performance. Since 2008, DV has helped Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital ecosystem that help build a better industry. Learn more at doubleverify.com.

 

 

Out-Of-Home Ads Go Programmatic With New Pact

October 4, 2017 in Press Releases

Adelphic, part of the Time Inc. ad-tech unit Viant, said Wednesday that its digital out-of-home ad inventory is now available through Rubicon Project’s private marketplace.

The partnership makes Clear Channel Outdoor Americas digital inventory, as well as Captivate’s network of screens in elevators and elsewhere, available for marketers to purchase through automated means.

That matters because marketers are increasingly looking to allocate their budgets through tech designed to drive down prices and enable quick moves. Despite a batch of significant problems with such programmatic tech, any ad medium that’s not at least available that way faces a headwind that it once did not. So the out-of-home industry has been edging in this direction for a while.

“Successful out-of-home is about using the environment around you,” says Lauren Barbara, managing partner at Enplay, MDC Media Partners’ out-of-home unit, which has begun buying Viant inventory through the arrangement. “We recently worked with Timberland to stylize artwork in real time so that the creative was triggered to change based on the weather.”

“What makes digital out-of-home so unique and effective is that it quite literally combines the digital and real world,” she adds.

Despite the rise of mobile devices that reach consumers outside the home throughout the day, sign-based out-of-home advertising has proven to be an effective medium when approached correctly. Last year, the Outdoor Advertising Association of America won attention during Advertising Week by promoting the effectiveness of out-of-home ads with its “Feel the Real” campaign. It included ads on everything from screens in Time Square to good ol’ fashioned trucks that drove around with signage reading, “This Ad Is Real” — a clear shot at the ever growing problem that is ad fraud.

Adelphic says it will use the information that Viant, current owner of Myspace, has on consumers and their devices to help marketers better target their buys.

“Digital out-of-home is one of the fastest growing markets in the industry right now, and along with Rubicon we’re one of the first to make this inventory available to advertisers programmatically,” says Jeremy Haft, a VP at Adelphic.

The Outdoor Advertising Association of America says out-of-home ad revenue will total $29 billion in the U.S. this year, with revenue expected to grow by 3 percent annually until 2021.

To view the full article, visit AdAge.

The post Out-Of-Home Ads Go Programmatic With New Pact appeared first on Adelphic.

Viant’s Adelphic Launches Programmatic Digital Out-Of-Home Ad Buying, Extending Cross-Channel Breadth and Capability

October 4, 2017 in Press Releases

Enplay, MDC Media Partners OOH Unit, Signs On As Launch Partner

(WALTHAM, Mass., – October 4, 2017) — Adelphic, a Viant people-based, self-service platform for cross-channel programmatic advertising, announced today the addition of digital out-of-home (DOOH) inventory to its platform. This all-new offering enables advertisers to access Adelphic’s digital out-of-home inventory via Rubicon Project’s Private Marketplace (PMP). Through partnerships with both Clear Channel Outdoor Americas, one of the world’s largest outdoor advertising companies, and Captivate, North America’s leading location-based digital video network, clients can purchase DOOH inventory including digital billboards, airports, office lobbies and elevators, at scale, seamlessly, within a PMP. In addition, the company announced that Enplay, the OOH agency within MDC Media Partners, has agreed to work with Adelphic to gain access to the inventory on behalf of its clients.

The addition of DOOH inventory to Adelphic’s people-based DSP, powered by Viant’s proprietary user and device graph, provides advertisers and brands with the ability to more efficiently buy programmatic inventory through a cross-channel approach. Now, ad buyers can utilize audience-driven insights for better targeting and analysis of campaign performance across the complex consumer journey.

“As the industry becomes increasingly automated, Adelphic is looking to lead the charge in cross-channel programmatic activation,” said Adelphic National Vice President, Jeremy Haft. “By including digital out-of-home inventory as part of our self-service programmatic ad buying capabilities, we are bringing the efficiency of programmatic to an advertising medium that was largely purchased manually.”

While tech-savvy marketers acknowledge the benefits of extending programmatic capabilities to DOOH, Adelphic is the only DSP providing OOH buyers with the ability to automatically convert traditional OOH metrics [events] into impressions within the platform, for improved cross-channel optimization & reporting. By standardizing the bidding measurement, Adelphic makes it easier for advertisers to buy premium inventory at scale and better understand performance results through more accurate measurement and reporting. By layering on location targeting to cross-channel advertising, marketers using Adelphic’s people-based platform have the ability to retarget people who work in office buildings while simultaneously reaching users across devices in a deterministic fashion, including mobile and desktop.

“Working with Adelphic aligns with our strategy to provide robust audience driven data and programmatic opportunities within mobile and OOH,” said Lauren Barbara, Managing Partner, Enplay, MDC Media Partners’ OOH Unit. “As we push to move the OOH industry forward, working with Adelphic to gain access to programmatic inventory helps drive greater returns for our clients wanting sought-after audience segments in physical locations with highly relevant custom messaging in real-time.”

The inclusion of a DOOH strategy enables advertisers to reach and impact their target audiences in real-world moments. Brand marketers value engaging consumers through these more traditional methods, and PricewaterhouseCoopers predicts that DOOH advertising revenues will overtake traditional OOH media spend in 2020 (growing at a rate of 15 percent year-over-year for the next four years).

“We are excited to partner with Adelphic to help transition digital out-of-home into the programmatic era,” said Neil Shapiro, Vice President of Digital Sales at Captivate. “Our premium, brand safe, location-based video inventory provides a strong complement to their mobile and cross screen offerings.”

For more on the Adelphic offering, please contact us at adelphic@sparkpr.com.

 

ABOUT ADELPHIC

Adelphic is a leading people-based cross-channel demand-side platform. Adelphic provides an enterprise-ready self-service software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers across all devices, formats and channels. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies. Adelphic is owned by Viant, a subsidiary of Time Inc. For more information, visit adelphic.com.

ABOUT VIANT

Viant Technology LLC is a premier people-based advertising technology company, enabling marketers to plan, execute, and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant Advertising Cloud® provides marketers with access to over 1 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach, and accountability into cross device advertising. Founded in 1999, Viant owns and operates Adelphic and Myspace and is a member of the Xumo joint venture. In 2016, Viant became a subsidiary of Time Inc. (NYSE:TIME), one of the world’s leading media companies with a portfolio of influential brands including People, Sports Illustrated, Fortune and Time.

ABOUT ENPLAY

Enplay is a full-service out-of-home (OOH) agency and stand-alone unit within MDC Media Partners. Our vision is to embrace technology and digitization within the OOH space to provide a modern approach and service capability that will drive greater success for clients who rely on OOH’s impact for their brands. Enplay is committed to infusing data into OOH’s already inherent creativity to provide a more powerful medium with more quantifiable ROI.  We do this by employing data measurement capabilities that provide advertisers access to demographics, vehicle details and geo-targeted information. Enplay is based within MDC Media Partners headquarters in New York.

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Viant’s Adelphic Expands Publisher Marketplace with Brand Safe PMP Deals

June 14, 2017 in Press Releases

Launch of Adelphic Deals empowers clients with packages of high quality, premium inventory curated to drive viewability and completion rates

(WALTHAM, Mass., – June 14, 2017) — Adelphic, a self-service platform for cross-channel programmatic advertising, today announced the enhancement to its Publisher Marketplace, Adelphic Deals. Adelphic Deals empowers brands and agencies with direct, programmatic access to premium private marketplace (PMP) inventory only available through the Adelphic Publisher Marketplace. With powerful brand safety controls and audience targeting capabilities, Adelphic enables marketers to manage premium cross device buys across a wide variety of publishers via a single, intuitive platform.

The launch of Adelphic Deals enhances the Publisher Marketplace with carefully curated packages of high quality premium inventory. The packages within Adelphic Deals are tailored to meet key campaign objectives that drive the highest viewability, video completion rates and in-demo goals.

“Private marketplaces have become increasingly important for marketers seeking high value and brand safe inventory. By curating premium packages for our clients with Adelphic Deals, we’re enabling them to access this inventory with ease and efficiency,” says Jeremy Haft, National Vice President at Adelphic. “As programmatic has matured, advertisers are becoming more sophisticated when it comes to automated advertising through private marketplaces versus the open exchange. With the enhancements to our Publisher Marketplace, both novice and expert programmatic marketers can now bid effectively based on market demand or reserve through a fixed cost across premium inventory.”

Adelphic Deals provide the following benefits:

  • Quality inventory. Access to packages of premium, transparent, and brand safe inventory curated to drive key metrics including viewability and completion rates.
  • Quick activation. Adelphic has removed the time intensive process of reaching out to publishers, procuring and setting up private marketplace deals.
  • First look access. Marketers gain first look at premium inventory that may not available on the open exchange.
  • Cross Channel Reach. Audiences on mobile, video and display can be reached through Adelphic’s robust global private marketplace ecosystem.

In addition to a wide variety of targeting options and inventory packages, Adelphic’s Publisher Marketplace supports forecasting within Adelphic Deals, as well as client curated PMPs. Marketers are able to quickly view inventory availability, as well as the makeup of a specific package, such as Category, Bid Floor, and Media Type.

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ABOUT ADELPHIC

Adelphic is a leading people-based cross-channel demand-side platform. Adelphic provides an enterprise-ready self-service software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers across all devices and formats. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies. Adelphic is owned by Viant, a subsidiary of Time Inc. For more information, visit adelphic.com.

ABOUT VIANT

Viant Technology LLC is a premier people-based advertising technology company, enabling marketers to plan, execute, and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant Advertising Cloud® provides marketers with access to over 1.2 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach, and accountability into cross device advertising. Founded in 1999, Viant owns and operates Adelphic and Myspace and is a member of the Xumo joint venture. In 2016, Viant became a subsidiary of Time Inc. (NYSE:TIME), one of the world’s leading media companies with over 100 influential brands including People, Sports Illustrated, Fortune, and Time.

CONTACT

For more information, please visit adelphic.com or contact us at adelphic@sparkpr.com.

 

 

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Viant’s Adelphic Partners with Integral Ad Science, Closing the Loop Between Viewability, Targeting and Measurement

May 18, 2017 in Press Releases

Addition of IAS Viewability Reporting Drives Significant Performance Improvement for Clients

(Waltham, MA, May 18, 2017)— Adelphic, a self-service platform for cross-channel programmatic advertising, today announced the addition of viewability verification from Integral Ad Science (IAS), becoming one of the first DSPs to integrate these insights and make them directly accessible within their platform. The offering is available omni-channel across all of Adelphic’s 25+ supply partners, allowing marketers to reach audiences via video, display and native on both mobile and desktop.

Adelphic currently leverages IAS pre-bid data integrations for brand safety, viewability, fraud prevention and overall ad traffic quality verification, and with the addition of viewability verification can now offer a comprehensive targeting and measurement solution. With a streamlined workflow for programmatic advertising in a single self-service platform, Adelphic and IAS have closed the loop between targeting and measurement while reducing the number of steps needed to optimize campaigns.

“Our clients are consistently focused on performance and quality, but with a more streamlined workflow that significantly reduces the time it takes to launch campaigns,” said Tim Vanderhook, CEO at Viant, parent company of Adelphic. “Adding IAS’ pre-bid viewability and reporting metrics to the Adelphic dashboard further enhances our people-based DSP, which is capable of running cross-channel campaigns that reach more than 1 billion consumers worldwide.”

Following the integration with IAS, Adelphic has seen video viewability climb as high as 70%, a figure significantly higher than the 58% average found in IAS’ H2 2016 Media Quality Report. Adelphic now provides site-level viewability reporting on over a dozen reports available at the creative, exchange, and site level. This level of reporting granularity enables unrivaled verification and additional optimization.

“As Integral Ad Science expands and enters new markets, our focus is to continue offering our customers unique capabilities that ensure their campaigns are reaching the right people in the right environments,” says Harmon Lyons, SVP Business Development and Platform Solutions at Integral Ad Science. “Adelphic is a longstanding and trusted partner, with advancements in cross-device and people-based technology that make them the ideal partner to bring our reporting data directly to their user interface.”

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ABOUT ADELPHIC

Adelphic is a leading people-based cross-channel demand-side platform. Adelphic provides an enterprise-ready self-service software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers across all devices and formats. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies. Adelphic is owned by Viant, a subsidiary of Time Inc. (NYSE:TIME).

ABOUT INTEGRAL AD SCIENCE

Integral Ad Science (IAS) is a global technology and data company that builds verification, optimization, and analytics solutions to empower the advertising industry to effectively influence consumers everywhere, on every device. We solve the most pressing problems for brands, agencies, publishers, and technology companies by verifying that every impression has the opportunity to be effective, optimizing towards opportunities to consistently improve results, and analyzing digital’s impact on consumer actions. Built on data science and engineering, IAS is headquartered in New York with global operations in twelve countries. Our growth and innovation have been recognized in Inc. 500, Crain’s Fast 50, Forbes America’s Most Promising Companies, and I-COM’s Smart Data Marketing Technology Company. Learn more at www.integralads.com.

 

CONTACT

For more information, please visit adelphic.com or contact us at adelphic@sparkpr.com.

The post Viant’s Adelphic Partners with Integral Ad Science, Closing the Loop Between Viewability, Targeting and Measurement appeared first on Adelphic.

Time Inc.’s Viant to Acquire Adelphic

January 23, 2017 in Press Releases

Adelphic’s Self-Service Programmatic Capabilities Bolster Viant’s People-Based Offerings

Combination Will Create the Industry’s First People-Based Demand-Side Platform, Powered by Over 1 Billion Registered Users Globally

(NEW YORK, NY and IRVINE, CA, January 23, 2017)—Time Inc.’s (NYSE:TIME) Viant, a people-based advertising technology company, has signed an agreement to acquire Adelphic, a company that provides a mobile-first, cross-channel programmatic advertising platform. Adelphic’s self-service media planning and execution tools, including its ability to reach consumers across all screens and formats, will bolster Viant’s people-based data and analytics offerings. The deal is expected to close during the first quarter of 2017.

As a pioneer demand-side platform (DSP), Adelphic’s global media execution capabilities, in combination with Time Inc.’s and Viant’s first-party registered user bases, will bring marketers and their agency partners the first people-based DSP capable of reaching more than 1 billion consumers worldwide.

Time Inc. President and CEO Rich Battista said, “We know that in addition to premium content, advertisers are looking for more efficient buying processes for digital audiences. With Adelphic’s proven self-service capabilities, Time Inc. and Viant will be able to deliver greater programmatic competencies and benefits to our partners.”

Forecasts suggest that programmatic digital advertising is growing rapidly and that more than 70 percent of digital advertising may be transacted programmatically in 2017, according to eMarketer. eMarketer also reports that 75 percent of mobile spending will be transacted programmatically.

“Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs built mobile-first,” said Viant Co-Founder and CEO Tim Vanderhook. “This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”

The move toward people-based solutions dominated by “walled gardens” left a gap across the open web, which generally focuses on proxies like cookies for user identification. The combination of Viant and Adelphic will deliver the first people-based DSP, powered by Time Inc.’s and Viant’s large, deterministic data set.

Marketers can now manage reach and frequency across devices and channels with precision and scale, as well as measure true advertising impact by leveraging Viant’s ability to tie in-store purchases to real customers.

“We have a strong portfolio of clients who know us for a robust and easy-to-use suite of self-service tools that enable access to billions of ad opportunities per day,” said Adelphic CEO Michael Collins. “Cross-device capability at scale, combined with Viant’s people-based precision and persistency, will create a winning solution for advertisers.”

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ABOUT TIME INC.

Time Inc. (NYSE:TIME) is a leading content company that engages over 150 million consumers every month through our portfolio of premium brands across platforms. By combining our distinctive content with our proprietary data and people-based targeting, we offer highly differentiated end-to-end solutions to marketers across the multimedia landscape. Our influential brands include People, Time, Fortune, Sports Illustrated, InStyle, Real Simple and Southern Living, as well as more than 50 diverse titles in the United Kingdom. Time Inc. has been extending the power of our brands through various acquisitions and investments, including Viant, an advertising technology firm with a specialized people-based marketing platform; The Foundry, Time Inc.’s creative lab and content studio; and the People Entertainment Weekly Network (PEN). The company is also home to celebrated events, such as the Time 100, Fortune Most Powerful Women, People’s Sexiest Man Alive, Sports Illustrated’s Sportsperson of the Year, the Essence Festival and the Food & Wine Classic in Aspen.

ABOUT VIANT

Viant Technology LLC is a premier people-based advertising technology company, enabling marketers to plan, execute and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant Advertising Cloud™ provides marketers with access to over 1.2 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach and accountability into cross-device advertising. Founded in 1999, Viant owns and operates several leading digital ad technology and media companies, including Vindico and Myspace, and it is a member of the Xumo joint venture. In 2016, Viant became a subsidiary of Time Inc. (NYSE:TIME), one of the world’s leading media companies with a portfolio of iconic brands including People, Sports Illustrated, Fortune and Time. For more information, please visit www.viantinc.com.

ABOUT ADELPHIC

Adelphic is a leading mobile and cross-channel demand-side platform. Adelphic provides an enterprise-ready software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers on the move. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s patented technology overcomes the limitations of user identification in mobile and across networked devices, yielding rich, nuanced portraits of real consumers. Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures. For more information, visit adelphic.com.

CONTACT

For more information, please contact Greg.Giangrande@timeinc.com or Jill.Davison@timeinc.com, or to speak with a spokesperson for Viant, please contact Spark PR at viant@sparkpr.com.

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Programmatic Advertisers Get Even More Precise Consumer Location Data With New Pact

January 20, 2017 in Press Releases

The ways that marketers can measure whether digital campaigns drove store visits are growing — and getting more powerful.

Freckle IoT, which gleans mobile device proximity information from beacon data providers and directly through app and publisher partners, has struck a deal with five big platforms for programmatic ad sales that will let marketers track whether ad exposure boosted store traffic.

The platforms are Adelphic, AppNexus, MediaMath, The Trade Desk and TubeMogul.

Adelphic already lets ad clients use attribution measurement tags from other location data tracking firms including Placed, NinthDecimal, PlaceIQ, Factual and Foursquare, according to Adelphic CEO Michael Collins. But because much of adelphic-freckleFreckle’s data is derived from beacons — physical location sensors installed throughout stores, malls and other public venues — the information can be very granular and possibly more reliable than other common sources, such as mobile apps’ ad calls, he said.

The level of precision is “almost ‘has this consumer walked down aisle 3?’ said Mr. Collins. “That is one of the great benefits that comes with beacon-based data.”

The integration of Freckle’s attribution measurement technology with some of the largest so-called demand-side platforms adds yet another option for advertisers to track whether their digital ads actually helped push someone toward a retail outlet, restaurant or other business location. The partnerships reflect a broader trend towards location data sharing on a grand scale across the ad ecosystem. The ability to verify digital ads’ impact, meanwhile, has only grown more important as questions about ad fraud and online metrics have recently grown.

The Freckle attribution tag is triggered when an ad bid is made on one of the platforms, allowing Freckle to collect location data and a mobile ID associated with the targeted consumer. Because Freckle also has mobile device IDs gathered through its software development kit, which is embedded in mobile apps, the company can then compare IDs that were spotted when ads were served and those subsequently detected at a business address.

“Where you have overlap on the ID is where you have attribution,” said Neil Sweeney, founder and CEO of Freckle IoT.

When beacon data associated with a particular device ID is compiled over time, it can help form a vivid picture of someone’s spending behavior.

Adelphic focuses on consumer identification across devices, and will now sync Freckle’s attribution tag to its system to measure cross-channel campaigns and their effect on in-store visits. “Bringing in-store into a multi-channel dialogue with consumers is a big deal,” said Mr. Collins. “We’re in the first couple innings in that game as well.”

In September, Freckle began disseminating its location data into Airpush’s mobile data marketplace, mobi.info, where companies can purchase precise device location information, including beacon data, encrypted email addresses, device identifiers and information showing which apps phones have installed and how frequently they’re accessed.
As with the majority of mobile location data collection, Freckle’s app publisher partners require users to agree to share location data when they download the apps, or sometimes when location data is gathered after download. Many mobile apps, once they have this permission from users, collect background location data, which tracks the location of devices at all times, whether or not the app is in use, and often even when apps don’t need any location information to perform core functions.

Freckle is shifting its data sourcing a bit to become “less and less dependent on the physical hardware of the beacon,” said Freckle’s Mr. Sweeney. The company has begun to create what it calls virtual beacons to help marketers measure what’s going on at competitors’ locations, he said. Virtual beacons work by gleaning data from devices running apps that include Freckle’s SDK. The company might mark thousands of locations associated with a fast food chain’s competitor locations, for example, and track when devices with the Freckle SDK show up in those zones.

“We increasingly have brands saying to us… ‘I want to know data collection on Wendy’s, Burger King and Starbucks and I want their first-party data and I want to actually mine that data,” Mr. Sweeney said.

“We never wanted to be the guys at the end of the day that were responsible for rolling up 3 million beacons,” he continued. “It’s like rolling up 3 million VCRs — at some point you’re going to become obsolete.”

To view this article in its entirety, visit AdAge.

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