Dive Brief:
- Mobile is huge marketing channel and mobile ads are valued as long those ads can be served in both a timely and relevant manner.
- Ad tech company PlaceIQ uses existing data to deliver location-based relevant ads.
- In general, new research from the CMO Council and Ebiquity found marketers are mixed in reviewing their ability to analyze data for personalization, and also found marketers are turning to third parties for data management.
Dive Insight:
Mobile is an important marketing channel, but being able to measure and track mobile ads has been a challenge. Ad tech firm PlaceIQ is looking to solve some of those challenges by using location data to help marketers serve more relevant ads to their mobile audiences.
PlaceIQ Chief Executive Duncan McCall, told The Wall Street Journal, “We used to go out and buy media for consumers, and we still do that. But now our data set is becoming its own product and solution for brands. They are getting more sophisticated, and they want to use this data for all their other media buys.”
Two key areas where marketers are seeking outside help, according to CMO Council research, are in generating content marketing and analyzing and exploiting data.