Advertisers using proximity data for retargeting and attribution have another option this morning, as the proximity network Unacast has announced a new partnership with JUICE Mobile, the mobile marketing firm. With this new partnership in place, JUICE Mobile will be licensing Unacast’s beacon and proximity data for advertisers to use in attribution and retargeting campaigns.
“The partnership is one of the first that allows advertisers to use beacon and proximity data at scale in retargeting and attribution,” Chris Cunningham, CRO of Unacast, told Street Fight. “Up until now, only smaller segments of data have been available, fragmented across hundreds of beacon and proximity companies. But as Unacast has the largest network of beacon and proximity companies, we aggregate and harmonize the data at scale, to the benefit for marketers and advertisers.”
As of this morning, JUICE Mobile clients can now add a higher level of personalization to their mobile marketing campaigns, using the data from Unacast to better understand their customers’ “physical world” identities. In addition to accessing Unacast’s proximity and beacon data, JUICE Mobile clients will also have access to data that includes granular segments about people who have been in retail stores, QSR restaurants, sports stadiums, auto dealerships, and airports, along with their unique actions and movements within these locations.
“We believe advertisers will welcome this partnership, as it will bring about a new level of service and convenience,” says JUICE Mobile President Paul Brousseau.
Brousseau plans to leverage the Unacast offering, alongside his company’s strategic mobile expertise, to help drive success with advertising partners.
“We were keen to work with Unacast, as we believe that they have solved a gap in the market. They have created a marketplace that brings together multiple companies with beacons and proximity software,” says Brousseau. “What JUICE brings to the equation is the demand. We were the first mobile company in the U.S. and Canada to push IoT as a tactic in media strategies.”
Unacast’s continued focus on the “backend” of proximity has kept it somewhat out of the spotlight, but the company is growing rapidly. Unacast offers its platform for the advertising industry through a network of more than 65 proximity solution providers, amounting to more than two million beacons.
Marketers who are already using beacons in retail locations can retarget their own customers through Swarm, JUICE Mobile’s mobile-specific real-time bidding platform. With the licensing of Unacast’s proximity data, the technology firm is also enabling brands to more efficiently reach their target audiences and more accurately measure the effectiveness of their mobile campaigns. Today’s partnership announcement also points to the company’s increased investment in mobile.
“Marketers are always looking for new ways to improve targeting and measure effectiveness. The partnership with Unacast gives us deterministic data on consumer behavior, in real-time,” Brousseau says. “JUICE built the world’s first beacon biddable platform, putting IoT data and measurement at the core. We integrated the leading attribution solutions directly into the platform with a single click activation, to pass real-time data to the preferred partners of our clients. All of this centers on driving a more effective campaign.”
Although today’s announcement isn’t a vast departure from where Unacast was already heading, Cunningham hopes that it signals how serious his company is about continuing to expand its role within the proximity space.
“Unacast is a data company and the partnership with JUICE is a strong confirmation that marketers and advertisers see high value in proximity data,” he says. “Unacast is here to solve for complexity and fragmentation, to enable this data to be used across the industry.”
Stephanie Miles is a senior editor at Street Fight.