The latest in a string of location programmatic partnerships involves geo-data specialist Factual and demand-side platform The Trade Desk, as the two look to expand their respective relationships on providing real-time audience targeting and mobile advertising.
The deal comes several months after Factual wrapped up a number of programmatic partnerships earlier this year, including an association with real-time data provider Metamarkets, a relationship with DSP Adelphic (which last week signed up with location marketplace xAd as well), and a connection with WPP’s Data Alliance group.
Building Up Location Programmatic
This new arrangement gives The Trade Desk to Factual’s Geopulse Proximity geofence-building data service. Geopulse proximity is a companion to the Los Angeles-based Factual’s other main product, Geopulse Audience, which analyzes place-based information with the promise of neatly organizing it for contextually relevant, targeted advertising.
For more than a year, Factual has been organizing its geo-data offerings to accommodate the wider demands of automated ad buying and the bidding on specific sections of mobile, online audiences.
In February, Factual beefed up its programmatic tools with the introduction of Tailored Location Segments, which is designed to give brands and agencies greater choice in creating the exact audiences they want to reach.
Just In Time For The Holidays
The Tailored Location Segments tool was billed as a natural extension Factual’s Geopulse Audience offering. That product is part of Factual’s umbrella product, Global Places, which gathers data covering over 80 million local businesses and points of interest in 60 countries.
“Our partnership with Factual comes at a time where competition for holiday shopping dollars is fierce, said Dan Bratone, The Trade Desk’s VP, head of North American Sales. “Geopulse Proximity gives The Trade Desk’s agency buyers an edge over the competition by providing solutions that get nearby shoppers in the door. Factual’s advanced geofencing and robust businesses and places data is a great solution for extending reach to relevant shoppers across devices as we prepare for the biggest shopping season of the year.”