'Living Audience' Cross-Device Platform Launched

Atlanta-based location data firm Gathr Lab has launched an audience management platform (AMP) called Living Audience, allowing audience tracking and targeting across devices.

Gathr is a part of Digital Envoy Inc. The new Living Audience platform pulls together anonymised first- and third-party data about consumer behaviour, from billions of devices, using either Mobile ad IDs or IP addresses. Using a self-service or managed-service solution, marketers can build custom audiences at scale and reach them across any device; develop look-alike modeling; and conduct bespoke audience analysis.

Gathr's 'Chief Innovator' Aubriana Lopez (pictured) comments: 'Location and audience data have been the Wild West, with a lack of transparency, privacy and a black-box approach. The market is ready for a renewed confidence in the ad tech space, where clients can power up untapped, high-quality data to confidently reach very customized audiences across all devices without sacrificing privacy... Data integrity is the DNA of our company'.

Web site: www.gatherlab.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.