Geo-Data And Hyperlocal Targeting Viewed As Essential Programmatic Ad Tools

Demand-Side Platform MediaMath is fully embedding Factual's Geopulse Proximity into its TerminalOne Marketing Operating System

Following a two-year trend among programmatic ad tech players seeking to get more precise targeting between mobile and desktop channels, demand-side platform MediaMath is aligning itself with geo-data specialist Factual.

Over the last 24 months, Factual has netted roughly 30 programmatic/ad tech partners. Last fall, Factual began working with another DSP, The Trade Desk, which followed a string of programmatic partnerships with real-time data provider Metamarkets, Adelphic, and WPP’s Data Alliance group.

Full Circle Between Buy And Sell Sides

After a concentration of buy-side facing tech deals, in February, Factual turned to the publisher services end of the ad sales spectrum by enabling private marketplaces with InMobi and The Rubicon Project.

The news of its work with MediaMath comes a week after Factual became a member of the Network Advertising Initiative to help the self-governing industry trade group develop best practices for the use of geo-data.

MediaMath is the first partner to fully embed Factual’s Geopulse Proximity Designer into its platform, said Vikas Gupta, Factual’s director of marketing. Geopulse Proximity is powered by Factual’s Global Places system, which covers over 95 million business listings and points-of-interest across 50 countries.

“This is just one more data point that reinforces not only the value that location data brings to mobile programmatic but also that the market understands this value and is hungry for access to high quality targeting around the world from a reputable neutral data company,” Gupta told GeoMarketing.

Intersecting Programmatic And Hyperlocal

The arrangement lets the DSP’s clients to design, build, and activate hyperlocal-targeting strategies directly within MediaMath’s TerminalOne platform.

With Factual’s data on board, TerminalOne is now being positioned as “an omnichannel marketing platform for our clients and knowing where our clients’ customers are helps them get a better understanding of who they are and how to engage with them,” said Tanuj Joshi, VP Global Media Partnerships at MediaMath, in a statement. “MediaMath believes this is a sophisticated way to share clients’ message with the right people they’re trying to reach, based on their location. Working on understanding how location unlocks new opportunities to identify and influence consumers while driving sales is very exciting, both for the industry and our advertisers.”


About The Author
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.