MediaMath taps Cuebiq’s sophisticated location data for agency and brand clients
New York, August 24, 2016
Location intelligence company Cuebiq has entered into a data partnership with MediaMath, a leading independent programmatic company. The partnership, enabled by LiveRamp, the leader in data connectivity and onboarding, gives MediaMath agency and brand clients the ability to offer geo-behavioral targeting solutions via Cuebiq’s AudienceQ offering.
AudienceQ allows advertisers to target consumers based on their offline behavior and purchase intent. Cuebiq’s intelligence platform analyzes proximity signals such as geo-fences, Wi-Fi, and beacons to understand location patterns, visit frequency, and dwell time in order to profile audience segments which can be used for all types of cross-platform campaigns. Cuebiq’s data collection methodology provides a higher quality alternative to both bid stream data from ad exchanges, which lacks accuracy and provides a limited view of user behavior, and panel-based data, which has limited scale and bias issues.
“Cuebiq brings a new lens to how location data can be collected, refined, and activated to provide context, dwell time and location; rather than just location,” said Aruna Paramasivam, Head of Audience Partnerships at MediaMath. “Bridging the offline and online worlds of consumers is of the utmost importance to digital marketers these days and we are excited to be partnering with Cuebiq and bringing their advanced location data methodology to our clients.”
Through the partnership, MediaMath agency and brand clients have access to over 1,160 audience segments across key categories, including geo-behavioral, brand specific, demographic, as well as custom segments.
“We are pleased to be partnering with MediaMath and extending our AudienceQ offering across their platform,” said Antonio Tomarchio, founder and CEO of Cuebiq. “Digital marketers are eager to incorporate location data into their campaigns to improve targeting capabilities. We look forward to helping marketers more effectively connect with their audiences.”
Cuebiq is a next generation location intelligence company that allows businesses to glean actionable insights about real-world consumer behaviors and trends. Using its data intelligence platform, Cuebiq provides geo-behavioral insights and offline location analytics, geo-behavioral audiences for cross-platform ad targeting, and offline attribution analysis. Cuebiq is a member of the Network Advertising Initiative (NAI), the leading self-regulatory industry association dedicated to responsible data collection and its use for digital advertising. Cuebiq is headquartered in New York with offices in Italy and China.
MediaMath develops digital marketing technology and offers deep industry expertise that enables marketers to connect with consumers individually and at scale, across the entirety of the world’s digital media. MediaMath’s TerminalOne Marketing Operating System™ allows marketers to customise their own technology infrastructure and leverage their data and industry data in the planning, execution, optimisation and analysis of digital marketing programmes, resulting in smarter decisions that grow their business. Powering the operations for thousands of marketers, including those representing 55% of the Fortune 100, TerminalOne enables them to drive transformative business results across the entire digital ecosystem.