Marketers Don't Need Pokmon Go to Track You: Why It's Boom Time for Location Data Sharing
Posted in: UncategorizedThe Pokmon Go phenomenon has prompted a lot of handwringing over how the trendy creature-grabbing app game tracks mobile location data. Yet, while the game has made the intersection of our digital and physical worlds more tangible than ever, there are already a handful of companies specializing in mobile location data collection, aggregation and distribution — and those firms are building viable businesses by sharing that data with hundreds of ad industry players.
Take location data firm Placed, which provides data representing consumer visits to physical store locations. Its client list has grown to 190 from 80 last summer and includes media firms such as Conde Nast and Accuweather, agencies including IPG Mediabrands and DigitasLBi, and cross-device ad targeting and measurement firms such as BlueCava.
Placed gets billions of location data points from mobile apps that consumers agree to let track their devices in exchange for things like premium in-app features, gift cards or charity donations, including Give2Charity and Placed-owned Panel App. Placed tells Panel App users that data gathered through the app is provided to partners in aggregate and not available at the individual level to third parties and not used to target ads.
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