Factual expands its location-based ad tools

Factual today expanded the Geopulse ad targeting suite to allow advertisers to decide if their campaign is promoting in-store visits and to provide more guidance on the overall strategy I will support you.

As you can imagine, Factual was founded by Gil Elbaz 10 years ago to create an open data repository. Over time, the company began to focus on location data and looked for ways to use it in advertisements.

"We have always focused on location data using laser," Elbaz said. "Considering the new use cases of marketers, we think that they are" using industry-leading location data ". "

Geopulse already includes an audience (based on location advertisement's location data) and Proximity (geofence). The first new product is Geopulse Insights, Elbaz says "How to turn a target audience into a practical targeting strategy (and turn it into a targeted audience)".

This means you examine the data about the audience the advertiser is about to reach and propose the targeting method and the content of the message. Elbaz recommends that as more and more advertisers adopt dynamic creatives, different users will see different ads and Insights will help to make the brand more intelligent and personalized .

The other is Geopulse Measurement. This will help the brand understand whether to persuade their ads to actually visit their store. This includes testing A & B's various ads to see which ads are promoting more access. As data is delivered in real time, you can continually adjust your campaign to improve performance.

Almost all digital media and advertising participants are trying to measure in-store visits but Elbaz says Factual's approach stands out for data accuracy and scale. In addition, integrate with existing advertising platform such as Viant.

"They can use [data] and many partners and marketing clouds that we already use," Elbaz said.

A creative that expands in multiple directions based on where on the page the ad is displayed. For example, if an ad is displayed on the left side of the page, its position is automatically detected and magnified to the right. When the same ad is served on the right side of the page it will be magnified to the left. Extended creative that pushes the contents of a web page when the creative expands and moves the web page to display the ad. When you press the upper limit frequency (you can see that the user is automatically extended a certain number of times within a certain period), you need to build both the user-initiated extended version and the auto-expanded version. You also need to select this option setting in the trafficking stage.

In the next 18 months, the most powerful tool in any campaign suite will be social media. Facebook provides advertising targeting to advertisers based on nearly unlimited behavioral behavior. Since Facebook is expanding its application and display range, it is expected that it will continue in the near future. Google is also involved in the game, but フ ェ イ ス ブ ッ ク is the largest and most cost-effective option to keep your information current in front of you. It also allows activities and candidates to do what they have never before; to match their information to viewers based on real-time data

Selling your attention is different. Your data has never actually been offered to advertisers. Instead, for Facebook, Google, Twitter etc, there is a tool that allows companies to upload and target ads based on their profile data. However, advertisers never actually get your data. This is a common and accepted way for free online applications (radio stations, TV networks, roadside signs, magazines, etc. needless to say). However, attracting users' attention through advertising is a fairly simple and well-established business model. Many users understand the implicit compromise they are doing. Even if they can not explain it technically or economically, even if they do not know the completeness and complexity of the tools, they basically do not have to pay for free advertisements in exchange for highly targeted advertisements Understand that you gain practicality.