Placecast provides the first enterprise-grade solution to transform mobile data into audiences for mobile ad targeting
Placecast today announces the availability of its mobile Data Management Platform (DMP) as a stand-alone solution. AT&T in the U.S., Rogers in Canada, and O2 Telefonica and 3 in Europe have already been taking advantage of Placecast’s DMP capabilities to manage their large first-party data assets and unique scalability requirements around location-enabled mobile data. Now, Placecast is expanding its mobile DMP offering to other cloud-marketing and ad-tech companies.
Delivering accurate, audience-targeted advertising to mobile users is a real challenge in the industry today, since existing DMPs and Demand-Side Platforms (DSPs) are currently best designed to leverage data from the online world. If an enterprise wants to optimize its advertising in the mobile world, it must integrate with many different data sources and vendors. The key to unlocking the value of mobile audiences is in user location data, but this can be hard to obtain and understand at scale. Placecast’s enterprise-grade, white-label DMP solution not only converts large mobile data sets into targeted audience profiles, but also helps brands and advertisers run highly accurate and effective display advertising and marketing campaigns.
With over 170 billion location-enabled monthly impressions and 400 million unique mobile user profiles to date, Placecast is the only company that enables large-scale first party data assets to be added to place and user profiles, allowing clients to harness the true value of mobile audiences. The company has already developed hundreds of distinct mobile audience segments that can be used for media targeting and delivery with Placecast’s DSP, or can be exported and used on another DSP.
Creating authentic audience segments requires better understanding of a variety of user attributes, including past behavior, intended behavior, and actions and interactions in the real world, such as app and mobile web usage. Whether a brand is targeting auto enthusiasts, foodies, or sports fans, Placecast is able to identify these users across multiple devices in the physical world and deliver a highly personalized and measurable ad campaign to them
Placecast’s mobile DMP has 3 core features:
- Data Ingestion: To date, over 130 datasets have been ingested into the DMP from various first, second and third party data sources such as first party mobile operator and CRM data, second party exchange and publisher data and third-party POI and specialty data such as weather and crime statistics. Once the data is ingested, the platform leverages its data matching technology to cleanse and normalize the data.
- Data Normalization and Matching: The platform uses patented deterministic and probabilistic ID matching to find the same user on different devices, enabling brands to target these users for multi-screen advertising.
- Place Profiles: As diverse datasets related to specific locations are ingested into the platform, clients are able to get a more in-depth understanding of the actual locations in the physical world.
- Audience Segments: Once users are found across different devices, common associating data points and attributes are combined to create user personas that are then segmented into different audience segments. Clients can currently target 34 premium mobile audience segments and 60 standard segments on mobile.
“Our mobile DMP has been built and battle-tested by some of the largest enterprises in the world – companies with very large user bases and uniquely high standards for data privacy, reliability and scalability. Our clients have seen great success with their location-based mobile ad campaigns, and we’re excited to grow our platform into an even more robust DMP and DSP offering for our media and ad-tech customers,” said Alistair Goodman, CEO of Placecast. “Think of us as the ultimate mobile audience targeting platform.”
Clients can now use the mobile DMP as a standalone service to build audiences at scale, or combine it with the company’s DSP to optimize media buys and ad creative for mobile. Placecast’s mobile DMP not only enables businesses to onboard data sets and build accurate audience segments; it also allows them to easily access large sets of POI and merchant data. Placecast’s DMP clients also have access to advanced analytics and reporting on audience behavior in the real world, which provides them with the information they need to make the most effective ad-buying decisions.