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Universal McCann, Cadreon and Factual Win Awards for BMW’s Ultimate Data Machine

Congratulations to Factual partners Universal McCann (UM) and Cadreon for their award-winning use of location data for BMW’s mobile ad campaign! The mobile campaign was awarded two placements at The Drum Digital Trading Awards USA , including the Chairman’s Award and Most Effective Use of Data. Factual’s mission as a neutral data provider is to arm...

Quality Matters: Ad Age and Factual Explore Marketers' Views on Location Data

As Andreessen Horowitz partner Benedict Evans once put it, “Mobile is eating the world.” And location is to mobile what visuals were to television: it’s the single most differentiating characteristic of mobile devices versus their predecessor, the desktop. For marketers, location provides valuable insight into consumers’ context as well as real-time data signals for hyper-relevant targeting....

Factual Launches Localised Audiences for Europe

Relevancy is no longer just a boon to ad effectiveness –– it’s a necessity. According to recent reports by GlobalWebIndex, 17% of Europeans (significantly more than in the United States) use mobile ad blockers, and frustration with irrelevant ads is the number one reason consumers go out of their way to block advertising. Location based targeting...

Goodway Group Interviews Factual on Mobile Location Data Policy Changes

In recent weeks, there’s been much discussion in the advertising community around Apple and Google’s location data policy changes. Apple’s new iOS 11 release provides additional alerting and more granular permissions for location tracking for increased transparency around applications requesting their data. Separately, Google is starting to limit the location data apps can collect from every...

Measurement Matters: Recapping MoPub’s Measurement Mixer at DMEXCO

Last week at DMEXCO, I had the pleasure of speaking at the MoPub #MeasurementMixer on behalf of Factual. The panel consisted of Moat and Grapeshot, in addition to Factual, and was moderated by Meridith Miller of MoPub. Amidst the lively conversation and thought-provoking questions, a few key themes arose: Measurement Defined Measurement is the impact of...