Dive summary:
- Ad targeting firm Turn is utilizing location data from social app Foursquare; the move is part of Foursquare's continued quest to generate more revenue.
- Turn is using the location data to target Foursquare users on other websites; using the data, Turn can identify users and target certain ads to them on their mobile devices and desktops via ad exchange partners like Facebook Exchange.
- Foursquare will not allow advertisers to target individuals on a one-on-one basis, instead separating users into different categories that advertisers can choose to target; categories include "Mobile Mass Market Mom," "Business Traveler" and "Luxury Affinity."
From the article:
"Turn's website says the company 'leverages data about previous online behaviors, so you can retarget customers you know are already interested.' In terms of Foursquare data, this means targeting ads based upon which shops users checked in to and when. Foursquare's location data is not limited to the more than 3.5 billion check-ins conducted through its app to date, either. Foursquare also collects information from the more than 40,000 developers that have integrated Foursquare's location database into their apps, including popular mobile services Evernote, Instagram and Uber."