Unacast’s Prox Network Continues European Expansion With Lightcurb

In addition to promoting 'real-world cookies,' Lightcurb's work with real estate, education, and retail clients will also show the value of beacon-based retargeting.

lightcurb bodyProximity marketing targeting platform Unacast has signed up its first Dutch partner, Lightcurb, a beacon provider that has also been working on its own geographical growth.

Lightcurb joins 30 other beacon providers in Unacast’s Prox Network, which retargets consumers who have opted in to receive a signal from a proximity device situated in places such as retail stores, airports, stadiums, and even out-of-home billboards. For Unacast, which moved its headquarters from its native Norway to New York this past fall, the addition of Lightcurb demonstrates its strength in tying the European and American markets together.

More specifically, Lightcurb has claimed more than 2,000 deployments with 1 million “interactions” with consumers across 24 countries and clients that include Texas University, supermarkets, Dutch real estate agents, and even the entire towns of Sneek in Friesland and Tilburg in Brabant. In addition to Lightcurb’s use of beacons as a trigger to deliver a “personalized experiences and hyper-targeted information,” the company also works with OOH companies and LED lighting communication platforms such as Philips Hue.

“Unacast already has a strong presence in the US, UK and Nordics,” said Thomas Walle, CEO and co-founder of Unacast. “The deal with Lightcurb is another important milestone in our global expansion, giving us a foothold in the Netherlands, which according to Proxbook is one of the countries with the highest concentration of PSPs in Europe. Bringing online retargeting to them is therefore a natural development to grow the market further.”

The first examples of the alliance between Unacast’s Prox Network and Lightcurb are expected to come sometime in early Q1 2016.

“The integration with Unacast creates a whole new world of on-offline possibilities,” said Ate van der Meer, Lightcurb’s president of Marketing & Sales. “Our combined technologies result in seamless integration and higher conversion both in location and at home. We are currently preparing several pilots with malls and supermarkets that will bring awesome experiences to the audiences.”


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David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.