xAd Expands Mobile Ad Targeting, Launches New Location, Fencing Tech | Street Fight

News

xAd Expands Mobile Ad Targeting, Launches New Location, Fencing Tech

0 Comments 08 November 2012 by

Mobile ad network xAd has released new proprietary technologies to expand location analytics and geo-fencing, helping its local and national advertisers further narrow their campaigns based on intensive geographic and behavioral data.

The new products, SmartLocation and SmartFencing, are a direct reaction to what xAd sees as a lack of precise, real-time location data in the mobile advertising space. “We think that the traditional location-based targeting technologies out there will soon be unsuitable for mobile, as they won’t be able to provide the level of accuracy needed to maintain optimal ad performance at scale,” Chi-Chao Chang, xAd’s president of products and technology, told Street Fight in an email. “Location is one of the keys to effective mobile monetization.”

To start, SmartLocation uses an algorithm to analyze a slew of consumer location signals, such as latitude and longitude (if available, this is generally most accurate), IP address, zip code and city/state address. Once obtained, the data is scored for accuracy — to ensure that LL coordinates, if available, are real and not converted from a zip code, via geocoding software, which can lead to imprecise data — and performance.

The SmartFencing technology, designed to make geofences less static, sorts through troves of real-time and historical mobile search data to analyze trends in consumer behavior across location. Chang says the fencing technology can adjust a marketer’s targeting area, which can vary depending on the time of day or day or week, in real-time. An example: consumers who conduct mobile searches for banks or ATMs generally react to ads for these services within one or two miles, but those searching for seafood are willing to engage with ads for restaurants 10-20 miles out.

The appeal for clients is more locally targeted ad campaigns on mobile. And with today’s advances, the idea is to enhance ROI simply by making ads more relevant, facilitating consumer engagement and strong clickthrough rates.

“Our Smart technology is the next evolution in mobile advertising, taking all location information currently available to us in the market, making sense of it and putting it to good use,” said Chang in an xAd press release accompanying the announcement, “and we do this all without relying on user or cookie tracking.”

Patrick Duprey is an editorial assistant with Street Fight. Follow him on Twitter @PatrickJDuprey.




Newsletter

Get hyperlocal industry headlines in your inbox every morning. Subscribe to the Street Fight Daily newsletter.

Follow Us

Get the latest Street Fight news, information and analysis via Twitter and Facebook.

The Local Merchant Report

Learn how to better target this important-yet-elusive market. Key insights, case studies, and strategies make this a report you can't afford to miss.
Get your copy today!

The $20 Billion Mobile Marketing Opportunity

Strategies and insights into the landscape of targeting options and how they deliver foot traffic and sales for SMBs.
Get your copy today!

Why Local is the Future of Commerce

The local marketplace is under renovation and four layers of disruptive technologies have emerged. Siloed early on, these industries are starting to coalesce, working together to form layers in a coordinated stack. Read the introduction to "The Local Stack" special report, underwritten by Yext.

How Back-Office Innovation Is Transforming Local

In this new report, Street Fight takes a look at the impact of supply-side technologies on the local marketing industry, detailing the opportunities and risks that these emergent services present to existing solutions providers.

Twitter

© 2014 Street Fight.

Powered by WordPress. Hosting by Page.ly