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Tapping into location-based information to serve targeted messages to people on the go has long been touted as one of the unique benefits of mobile advertising. But sending the right ad to the right person at the right place and time has proven challenging.
Sense Networks has introduced a pair of new ad services to help marketers and publishers hone in on their mobile audiences through its platform analyzing real-time location data from phones, GPS devices and Wi-Fi.
Using machine-learning algorithms, it indexes all that location information -- combined with research on consumer behavior -- to predict mobile users’ activities.
AdMatch, one of the new ad tools from Sense Networks, uses the company’s predicted location and behavioral targeting to serve mobile display ads matching consumers with the most relevant offers from local merchants.
The other, called AudienceSense, enables publishers to monetize their audiences by creating behavior segments based on their own mobile location data. It includes more than 100 pre-built audience segments, but can be used to develop custom categories to suit a publisher’s specific goals.
Read the full story at MediaPost.com.
Sense Networks has introduced a pair of new ad services to help marketers and publishers hone in on their mobile audiences through its platform analyzing real-time location data from phones, GPS devices and Wi-Fi.
Using machine-learning algorithms, it indexes all that location information -- combined with research on consumer behavior -- to predict mobile users’ activities.
AdMatch, one of the new ad tools from Sense Networks, uses the company’s predicted location and behavioral targeting to serve mobile display ads matching consumers with the most relevant offers from local merchants.
The other, called AudienceSense, enables publishers to monetize their audiences by creating behavior segments based on their own mobile location data. It includes more than 100 pre-built audience segments, but can be used to develop custom categories to suit a publisher’s specific goals.
Read the full story at MediaPost.com.
