Share Expands Self-Serve Geo-Fencing Tools For Local Buyers And Sellers

As more local businesses turn to mobile marketing, their comfort with automating ad placements is growing.'s Frost Prioleau’s Frost Prioleau

Local programmatic marketplace operator is giving buyers, sellers, and agencies greater access to handle geo-fenced ad campaigns on their own, in a sign that marketing automation is no longer just for major national advertising efforts.

The use of programmatic advertising methods is still uncertain territory for most local publishers, marketers, and agencies, and many regional businesses are just emerging from beyond the curiosity stage, said CEO Frost Prioleau.

But rather than just concentrate on a particular category of buyer or seller — such as local radio stations trying to compete with internet streaming ads from Pandora, or an independent mom-and-pop shop — the company’s self-serve geo-fence ad tools are intended for the entire local marketing landscape.

New Programmatic Locations

“’s geo-fencing capability is aimed at advertisers who want to customize their audiences to local needs, whether that is a media company or digital agency serving SMBs, or a national advertiser with multiple locations,” Prioleau said in an email interview. “By combining the precision of GPS-based targeting with the scale of programmatic advertising, is able to increase the performance of mobile campaigns for both SMB and national advertisers.”’s geo-fencing supports GeoJSON software code that is often used to define areas within political districts and municipalities. For the most part, the new tool allows buyers, sellers, and agencies the ability to create the custom shapes that work best for their individual business.

The Fort Worth, Texas-based ad tech player has been attempting to position its automated ad serving, bidding, and unstructured data management offerings as a system that can connect with clients’ existing setups. In this sense, has sought to portray itself as the alternative to the “one-stop shop” for local digital media and advertising.'s James Moore’s James Moore

A Complementary Tech Stack

In a blog post on GeoMarketing, CRO James Moore identified the drive to consolidate technology in few service vendors as “The Frankenstack.”

“The average local publisher and broadcasting organization currently offers 10- to 25 digital products to their clientele in addition to their core media offering,” Moore said. “In most cases, this has been created through the rapid adoption of multiple vendors with a variety of pricing and service models. It’s not uncommon for local sales teams to resell products related to search, display, mobile, video, reputation management, email, website building, and more. In fact, as local competition increases, many have begun to stack multiple companies within display, within mobile, and so on, as no one wants to be left selling a solution missing key features their local market may demand.”

In addressing that issue,’s Prioleau presents his company’s services as a complete platform for companies looking to buy display, mobile, video, and social advertising programmatically — but not the be all end all.

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.