AdMatch™ and AudienceSense™ Allow Marketers to Reach Key Audiences and Publishers to Better Monetize Mobile Location Data Using Predictive Targeting Technology
NEW YORK - Sense Networks, the original Big Data mobile location company, announced its new products AdMatch and AudienceSense, which will empower marketers to reach new audiences and allow publishers to monetize mobile advertising. Unique to market newcomers, Sense Networks has a proven platform to turn location data into behavioral data at a scale of billions of mobile location points per day. Using location and prediction, Sense Networks is able to understand each user’s behavior, allowing advertisers and publishers to finally accurately profile and target to their audiences, and generate more revenue from mobile advertising.
The latest products from Sense Networks that will help mobile publishers and advertisers include:
- AdMatch uses predicted location and behavioral targeting to match consumers to the most relevant offers from local merchants via mobile display advertising — increasing revenue for mobile publishers.
- AudienceSense allows publishers to better monetize their audiences by building predictive, location-centric behavioral segments on their own mobile location data, without requiring sharing of this valuable information with other mobile publishers.
Both products offer big advantages for consumer privacy as well. All user data is anonymous and never matched to external data sources that would require knowing a user’s name, address, phone number, or email. The location data is abstracted into consumer segments and the raw data is discarded after processing.
As consumers increasingly depend upon their mobile devices to access content and social media, it’s critical that publishers transition their ad strategies to a mobile-first approach. AdMatch provides the solution that delivers higher mobile ad revenue by anonymously pairing users to local ads with behavioral profiles and machine-learned models. AdMatch today is delivering a 4x increase in performance and beating traditional ‘ring-fenced’ targeting by twice as much. AdMatch does this by selecting the best ads in real time through evaluation of behavioral attributes, current location context (what’s nearby), click history and ad characteristics. AdMatch is delivering ads to users in their neighborhoods from thousands of local merchants. The familiarity that users have with their local merchants and the relevance of the offers drives up click-throughs and ultimately revenue.
“For content and social media sites to survive the shift to mobile, they will have to dramatically increase the relevance of their content and offers, and in many cases they won’t have much information on users,” said David Petersen, CEO of Sense Networks. “Sense Networks is unique because we have over six years of experience developing a platform that produces anonymous behavioral information with accuracy and scale, and we’re now ready to transform how marketers reach their mobile consumers. We’re able to combine the power of predictive location and behavioral targeting to reach consumers, allowing publishers to better monetize mobile ads.”
For publishers that sell ads directly, the key challenges are being able to target to their audiences and prove the value of their audiences with advertisers. AudienceSense addresses these needs by helping publishers segment and target to their audiences using their own user data. AudienceSense uses a publisher’s valuable location-based data to build high-value segments that advertisers pay to reach. AudienceSense includes 100 plus pre-built segments and can be extended to deliver custom segments to meet a publisher’s specific needs.
AdMatch and AudienceSense are now available at www.sensenetworks.com.
About Sense Networks
Sense Networks applies science to generate value from mobile location data. The company adds rich user behavior to location data to deliver actionable, predictive targeting “beyond place.” Sense Networks has a proven technology platform and over six years of experience working at scale with Big Data, processing billions of location points per day. Sense Networks’ AdMatch uses predictive location and behavioral targeting to match consumers to the most relevant offers from local merchants via mobile display advertising, while increasing revenue for mobile publishers and keeping users anonymous. Its AudienceSense solution helps publishers better monetize their audience by building predictive, location-centric behavioral segments on their own mobile data. For more information about Sense Networks visit us at http://www.sensenetworks.com/. Follow us on Twitter at @Sense_Networks.