Foursquare wants marketers to have access to what it calls high-quality, privacy-compliant, location data-based audience segments that can be used for campaign targeting right in the dashboards of the DSPs brands leverage for holistic marketing strategies. On Tuesday, it announced that such segments will be available to its marketing partners via The Trade Desk.
“The places you go are the best indicator of who you are,” Foursquare CEO Jeff Glueck told Street Fight. “We’re excited about this to help brands identify fitness junkies or fast food frequenters or car shoppers and things like that. It’s all privacy-friendly.”
Having pivoted from a location-centric social app of sorts to a location intelligence platform, Foursquare has positioned itself well to offer brands attributable marketing success and verified data points at a time when concerns about both data quality and privacy are as widespread as ever. Foursquare says it throws out about 80% of the third-party data it consumes, an act intended to preserve the quality of its largely first-party data store.
The move also responds to a growing demand among marketers for self-serve audience segments while providing them expert assurance that the data backing their segments is trustworthy, Glueck said.
Stay tuned for a longer Q&A from an interview that Street Fight Lead Analyst Mike Boland recently conducted with Foursquare CEO Jeff Glueck. It will publish next week.
Joe Zappa is Street Fight’s managing editor.