‘Location Programmatic’ Spreads As Placed Joins Adelphic’s DSP

The geo-analytics company positions itself deeper into the automated ad targeting space.

David Shim, Placed's CEO
David Shim, Placed’s CEO

Mobile programmatic player Adelphic is adding more geo-data and analytics to its dashboard through a deal with Placed, the panel-based location analytics provider.

This is Placed’s first deal with a demand-side platform and it comes three months after geo-data company Factual was also assigned a spot as checkbox option on Adelphic’s DSP dashboard. That deal integrated Factual’s Geopulse Audience and Geopulse Proximity data products into Adelphic’s offerings to ad agency trading desks. The agreement was preceded by a collaboration between Factual and WPP Group, which is embedding location technology throughout its network of agencies, including the holding company’s Xaxis programmatic platform.

David Shim, the Seattle-based company’s CEO and founder, expects Placed to sign up other DSPs providers quickly. The company already has a range of “network partners” and over the summer aligned itself withMillennial Media, PayPal Media Network, Thinknear, Verve Mobile, and xAd to provide support to their respective geo-marketing programs.

“This deal [with Adelphic] is non-exclusive,” Shim says. “Both [supply-side platforms] and agency trading desks can and do currently leverage Placed on a daily basis. Placed actively identifies opportunities in-market where its services can be leveraged, and in this case, client demand for our services in one of the leading mobile DSPs made the deal with Adelphic a natural partnership.”

Programmatic Partners Line Up

The mainstreaming of programmatic advertising — the use of automated systems to target and deliver online ads primarily via cloud-based exchanges in much the same way stocks are traded — has helped to promote the rise of geo-marketing, where the mix of data collection and real-time media buying can reach consumers in the middle of making shopping decisions.

In addition to Factual’s moves this summer, companies like mobile data engine NinthDecimal, as part of its rebranding from JiWire, introduced a set of programmatic offerings as it began partnering with Adelphic and other ad exchange players like Lotame, Oracle Data Cloud (previously BlueKai), and Turn.

The ties between geo-marketers and ad exchange operators come down to the speed to target consumers on a “one-to-one” basis on the massive scale necessary to meet marketers’ demands.

As more marketing dollars move to mobile, the ability to reach consumers on-the-go becomes more essential from a competitive standpoint. On top of that, being able to better understand connected consumers’ shopping patterns in the physical world provides a fuller, richer profile than simply relying cookie-based behavioral data.

The Advent of Location 2.0

The fast pace of collaborations between location-based ad companies and programmatic players reflects shifts in how data is used both around and inside brick-and-mortar businesses. Adelphic will use Placed Targeting for what Shim describes as “location 2.0.” The concept involves “moving past proximity (basic geo-fencing) into behaviors, while Placed Attribution introduces a layer of insight and accountability by directly mapping exchange impressions to in-store visits.”

Placed has a set of attribution tools built on its two-year-old “Placed Panels” audience measurement platform. The product was initially offered to publishers as a way to package their audience to marketers, and as an alternative to depending on demographics, which are vague in comparison to the profiles derived from location data patterns.

The Placed Panels are comprised of roughly 200,000 people who have downloaded the company’s app. As an incentive to get its Placed Panelists to opt-in and report their location, the company’s partners offer deals that include store coupons and donations to select charities. Because Placed’s app is opt-in-only, marketers and agencies don’t have to worry about issues pertaining to consumer privacy.

The Value of Look-A-Likes

Through its mobile app panelists, Shim says Placed measures over 200 million latitude and longitude pairs a day. It then places a value on the connections between these locations through its Place Graph. By mapping the relationship between locations, Placed is able to identify targetable latitude and longitude pairs that over-index for a given audience segment, such as “professional moms” or “college students.”

The company’s Placed Targeting tools will use the data from the panels and will be positioned on advertisers to reach audiences with location-based “look-a-likes,” expanding beyond “basic point-of-interest targeting.”

“’Basic point of interest’ targeting in mobile is similar to site retargeting in desktop, whereas Placed Targeting closely matches behavioral targeting in desktop,” Shim says. “The ability to leverage location to build lookalike models against a given audience (for example, “people who visited Best Buy”) enables marketers to leverage location as more than a proximity based tool, but as an opportunity to move up funnel to reach an audience in the physical world prior to proximity.”

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.