New York-based Spafax Networks [1] recently announced that it has reached an agreement to integrate PlaceIQ [2]’s audience intelligence platform into the SN: Xchange for real-time serving and reporting of ads running on digital place-based media networks.
[3]Combined with previously announced integration with Nielsen’s On Location research [4] in Vistar Media [5]’s ad serving platform, SN: Xchange now claims to offer marketers a single, comprehensive solution to effectively reach on-the-go consumers.
PlaceIQ ingests a multitude of geo-encoded data sources to infer audience, context and intent, broken down by time and day, enabling marketers to identify their target consumers as they move around their physical worlds. PlaceIQ accounts for different moments in the consumer’s life, enabling them to measure, optimize and deliver the right advertising message at the right time.
“The integration of PlaceIQ into SN: Xchange gives us a third component of Intelligent Inventory that rounds out our solution for advertisers looking to reach today’s on-the-go consumer,” says Patrick Bonomo, executive vice-president, Spafax Networks. “Nielsen’s On-Location reporting service provides us with standardized reach metrics, and we’ve built a predictive planning tool within the Vistar Media platform that enables digital place-based media buys to be managed in the same way that online exchanges operate. Now, with PlaceIQ, we have added a filter that enables us to ascribe likely consumer behavior to our intelligent media inventory and location.”
Regarding its partnership with Spafax, Duncan McCall, PlaceIQ CEO and co-founder, says, “What we’ve built is an audience intelligence platform, based on vast amounts of location data, that allows for an unparalleled understanding of consumer behavior. We believe these capabilities, combined with the incredible inventory of the SN: Xchange, allows advertisers access to the most powerful and intelligent targeting solution on the market.”
Spafax Networks, a division of WPP’s tenthavenue, was founded in 2012 with a mission to become the leading global company targeting on-the-go audiences and influencing purchase outcomes across multiple channels and devices. Spafax Networks’ initial offering is a buying solution for digital placed-based media.
PlaceIQ builds audience segments for advertisers by aggregating large amounts of location data from multiple data sources to understand what behaviors, people, and activities exist in a given place and time. The company was founded in 2010, with offices in New York City, San Francisco, Chicago and Boulder, Colorado.