Mobile Data Firm PlaceIQ Adds Addressable TV to Cross-Media Mission
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Duncan McCall wants mobile location data to apply to all ad targeting — from direct mail to mobile and TV. Now, in addition to mobile, the CEO and co-founder of mobile location data firm PlaceIQ has addressable television covered. The company announced an extension of its work with Starcom MediaVest Group this week which takes PlaceIQ’s location data showing specific businesses people have actually visited and matches it to particular households through third-party matching partner Acxiom for set-top box targeting.
Many advertisers will want to use the offering to aim ads to people who have frequented rivals’ locations, suggested Mr. Duncan. For instance, a restaurant chain might target ads to people who in the past visited its locations but have been spotted eating with the competitor more recently.
“Hypothetically you should be able to apply this to direct mail, to email, to out-of-home,” said Mr. McCall.
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