‘Can location make native ads better and more relevant?’ – Marketing Land
Greg Sterling says, “Placecast is bringing location intelligence to native advertising to improve relevance and performance. The company also announced last week that it has been awarded two patents pertaining to “location data management and targeting.”
Placecast is one of the longest-existing companies in the location-based marketing segment, having begun as an SMS-based retail marketing platform using proximity and radius targeting. The new offering, called “Placecast Native,” promises the non-intrusive benefits of native, with the additional targeting, personalization and offline attribution capabilities of location intelligence.
Placecast says that current native ads underperform because of limited relevance. The new Placecast units use “a single set of creative assets that can be dynamically reassembled” to improve customization and relevance, says CEO Alistair Goodman. Behavioral and audience data, derived from real-world location and location history, is one of the keys to mobile ad relevance”.
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