Placecast Launches Proven Mobile Data Management Platform as Stand-Alone Solution
Placecast provides the first enterprise-grade solution to transform mobile data into audiences for mobile ad targeting
San Francisco, CA -- May 29, 2015 -- Placecast today announces the availability of its mobile Data Management Platform (DMP) as a stand-alone solution. Mobile operators like Rogers in Canada, O2 Telefonica and 3 in Europe, and AT&T in the U.S. have already taken advantage of Placecastís 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. Placecastís 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, enabling 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 Placecastís 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
Placecastís mobile DMP has four 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.
ďOur mobile DMP has been built and battle-tested by some of the largest enterprises in the world Ė 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 weíre excited to grow our platform into an even more robust DMP and DSP offering for our media and ad-tech customers,Ē said Alistair Goodman, CEO of Placecast.
Clients can now use the mobile DMP as a standalone service to build audiences at scale, or combine it with the companyís DSP to optimize media buys and ad creative for mobile. Placecastís 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. Placecastís 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.
To learn more about Placecastís mobile DMP and DSP offerings, please visit: http://www.placecast.net/
Placecast is the industryís leading enterprise mobile data management platform (DMP) that aggregates location data and user behavior across different devices in the physical world, and translates it into audience segments that can be targeted through mobile ad campaigns via Placecastís demand side platform (DSP). The platform provides Placecastís partners with a rich understanding of the relationship between their users and locations over time, enabling them to make smarter marketing decisions.
To-date Placecast has been trusted globally by several Fortune 100 enterprises such as AT&T, Rogers, Visa, O2 Telefonica, and has created over 400 Million unique mobile user profiles utilizing billions of mobile data attributes. Placecast has also run thousands of high-performing mobile ad campaigns for brands such as Starbucks, The North Face, and Jet Blue, etc., enabling them to optimize their media buys by delivering more relevant and personalized mobile experiences to their target audiences.
Founded in 2005, Placecast is headquartered in San Francisco with offices in Atlanta, New York and London. Placecast is backed by†CNF Investments, ONSET Ventures, Quatrex Capital, and Voyager Capital.
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