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Metamarkets Taps Factual To Help Build Location-Based Audience Profiles

The partners are promising marketers a “live view” into geo-targeted ad avails and data.

Mike Driscoll, Metamarkets' CEO
Mike Driscoll, Metamarkets’ CEO

Programmatic data provider Metamarkets has struck a partnership with geo-analytics platform Factual in a deal designed to expand their mutual offerings in the automated, mobile advertising space.

The arrangement comes as both companies have spent the better part of the past year assembling their mobile ad exchange player roster. On the Metamarkets side, the company has put together a long list of real-time bidding players for its analytics software, including Chartboost, Flurry, Inneractive, Millennial Media, MobPro, MoPub, OpenX, Smaato, and Vungle.

At the same time, Factual has seen its Geopulse Audience and Geopulse Proximity location-analytics products adopted by the likes of Adelphic’s demand-side platform as well as ad holding company WPP Group, which has embedded the company technology throughout its network of agencies, including the holding company’s Xaxis programmatic platform.

The Age Of Collaboration

Like those other deals, this one is non-exclusive and the two companies say that they’re still in talks with many other ad tech players about finding ways to mix and match a variety of data and analytics tools. But before more contracts are signed, Metamarkets will be working to integrate Factual’s global datasets into its own insights platform.

“Metamarkets provides both cloud infrastructure and software to our partners, whether they be exchanges and supply-side platforms like Twitter’s MoPub and Yahoo’s Flurry, or demand-side platforms,” says Metamarkets CEO Mike Driscoll. “We basically provide our real-time analytics to promote better reporting and data visualization to their partners.”

The combination will give the mobile ad buyers, publishers, brands, and exchanges instant visibility into available inventory and campaign performance, integrated with Factual’s audiences and geographies, Driscoll says. The “audience-level” insights into campaign performance will allow advertisers to see and understand the interaction an ad has with consumers along various geographic, behavioral, and retail lines.

Bill Michels, Factual's SVP, Product Management & Partnerships
Bill Michels, Factual’s SVP, Product Management & Partnerships

“A big piece of understanding programmatic inventory is knowing the audiences and knowing the Factual-derived consumer segments that are available on mobile devices,” says Bill Michels, Factual’s SVP, Product Management & Partnerships. “So this is just tying together a great, existing product with Factual’s audience data. It’s just more actionable; it’s more digestible, and it’s easier to dig into analytics for any of the media buyers on mobile programmatic.”

The Centrality Of Mobile Data

Driscoll is quick to note that Metamarkets is by no means new to mobile advertising — as evidenced by the partnerships the company has already accrued. Given the rapid pace of mobile advertising spending. eMarketer projects mobile comprised 44.1 percent of all US programmatic display ad spending, or $4.44 billion, so companies like Metamarkets can’t waste precious time and expense by building their own geo-data capabilities in-house.

Besides, a truly cross-platform analytics and ad targeting discipline is certainly what’s next for the ad industry. In this sense, Metamarkets is completing the mobile piece as the other channels — e.g., TV and radio — come to embrace more automation in the buying and selling process.

It’s a safe bet that mobility and place data will ultimately have a significant influence in how marketer’s spending is allocated, whether the channel is purely mobile or playing a subordinate role to other media formats.=

“We’ll see is a lot of the rich insights that mobile enables, especially around the places consumers actually are, whether at home or where they shop,” Driscoll says. “With the rise of beacon data, I think a lot of that rich tapestry of insights will ultimately inform other areas of the advertising landscape, whether it be display or even linear TV.”