Incorporating Foursquare’s Places Database, Quadrant Audiences to Allow Advertisers to Communicate the Right Message to the Right Person at the Right Time, with Highly Targeted and Personalised Ad Campaigns Quadrant Audiences Can Be Accessed Through Lotame, the Trade Desk, Google Marketing Platform and Other Leading DMPs and DSPs
Quadrant, the platform that maps and authenticates data making it easier to buy and sell quality, authentic location data and intelligence, announces the launch of Quadrant Audiences. Quadrant Audiences will combine Quadrant’s own data universe with Foursquare’s Places Database to allow retailers and brands to make more and better decisions based on increasing mobile use in Asia Pacific. Brands will now be armed with more information on the behaviour of their customers than ever before, allowing them to execute better and more targeted marketing campaigns. Quadrant Audiences can be activated on leading independent Data Management Platforms (DMP) and Demand Side Platforms (DSPs) including Lotame, The Trade Desk, Google Marketing Platform, AppNexus and TubeMogul.
Quadrant Audiences will provide data at a level of speed (in real time) and detail previously unavailable in Asia Pacific. Beginning today, Quadrant will merge its anonymous data universe of over 400 million mobile devices with Point of Interest (PoI) mapping data from the world’s leading location technology platform, Foursquare. Not only can brands understand where their customers are and where they come from, they will now be able to know which shops they frequent, when and where (Quadrant Audiences will be using Foursquare’s Places Database as a source of location truth for all the data collected). Based on this behaviour Quadrant partners will be able to segment their own audiences and target them with highly personalised messaging.
“Understanding customer behaviour is key to a successful marketing campaign but up to now, generating accurate and actionable audience data in Asia Pacific has been difficult” says Mike Davie, CEO of Quadrant, adding “By incorporating Foursquare’s Places Database, Quadrant is now able to provide a level of audience information and segmentation that was simply unavailable beforehand. Importantly, we are able to make it easier for marketers to identify their target audiences, generate insights and reach the right people at the right places at the right times”.
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Unlike other audience segmentation criteria available globally, Quadrant Audiences provides a much more holistic insight into the customer. Brands are able to predefine their customers into a number of segments including where, such as specific venues and place of interest they visited; industry or sector affinity such as food and beverage, luxury hotel; and even individual brands.
Mall owners can get a better understanding of how they perform against competition, retailers can get a detailed picture of exactly where their customers come from, at what time and how many return, marketers can plan highly personalised advertising and communications campaigns with accuracy. Advertisers can even target their customers on the move, sending programmatic advertisements to customers who commute past a specific location.
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“We are thrilled that Quadrant recognizes the strength of the Foursquare Places Database, the most accurate map of 105 million places globally and already trusted by more than 150,000 developers including Apple, Uber and WeChat. Leveraging our mapping data means that Quadrant and its partners will be able to glean new insights from the company’s own dataset, with confidence of the highest level of precision thanks to our crowd-sourced, human-verified methodology,” says Josh Cohen, SVP, Product at Foursquare.
“It is exciting to see Quadrant Audiences available on Lotame’s DMP” says Fred Marthoz, Managing Director, South East Asia at Lotame. “As the region is increasingly becoming digitally connected, the sophistication and demand for quality, detailed and accurate data is evolving. Combining Quadrant’s own dataset alongside Foursquare’s Places Database and incorporating them to Lotame’s own suite of unstacked data solutions will provide tremendous value and help scale existing and potential audience segments.”
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