The Data Alliance and Factual strike deal to enhance WPP's mobile marketing
17 June, 2014
— The Data Alliance, a WPP (NASDAQ: WPPGY) company, and Factual today announce a data partnership enabling WPP operating companies to leverage data that maps more than 65 million businesses in 50 countries to specific locations.
Through the deal WPP companies, such as GroupM, Kantar, JWT, Cohn & Wolfe and Wunderman can leverage Factual’s data that maps the known location of mobile phones to physical places, including more than 65 million businesses in 50 countries as well as other points of interest.
Factual’s location data will be integrated into WPP operating companies’ solutions and services, including the Xaxis programmatic platform. New data connections within the Group will allow marketers to create and deliver highly compelling and contextualized mobile experiences, including customization of mobile app content. Beyond mobile experiences, the location data will be integrated into insights and analytics across WPP’s network.
“Mobile platforms and data enable us to bring together the digital and physical worlds,” said Nick Nyhan, CEO of The Data Alliance. “Factual is a global data source that can help clients make minute-by-minute, geo-specific decisions so they can deliver the right content at the right time…and in the right place.”
“Earlier this year Xaxis increased the relevancy of real-time mobile advertising based on what people watch on broadcast TV through Sync,” said David J. Moore, Chairman of Xaxis. “With Factual’s data Xaxis can increase relevancy based on geography.”
“WPP has a rich history of being in the vanguard of those thinking about how new technologies will transform marketing,” said Gil Elbaz, CEO and Founder of Factual. “The way they are thinking about data and mobile is truly innovative, and I’m looking forward to working with them to drive mobile marketing forward.”
As WPP drives toward growing global data assets, this partnership with Factual is another step to empower Group companies to be more effective in the mobile space and reach new consumers in emerging markets.
Factual is a data company that helps make sense of what’s happening in the physical world, enabling developers, publishers, and advertisers to build more relevant and personalized mobile experiences using the context of location. Factual’s real-time data stack builds and maintains data on a global scale, with Factual's core Global Places data covering over 65 million local businesses and points of interest in 50 countries. Factual’s Geopulse products, built on top of its Global Places data, provide industry leading real-time location targeting and location-based audience capabilities. For more information, visit www.factual.com
About Data Alliance
The Data Alliance is the WPP company that supports the Group's data business by enhancing access to data and data-driven marketing applications. The Data Alliance leverages a global network of expert leaders in market research, analytics, CRM, media and digital to deliver a solution-neutral and holistic perspective on the Group’s data strategy and solutions. It drives internal and external data partnerships and connects WPP’s centers of excellence to address client challenges in the world of big data. For more information, visit www.thedataalliance.com
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