Firms Link to Combine Location and Purchase Data

Location data provider Factual and mobile shopping app Ibotta have partnered, to combine location and purchase data for targeting purposes.

Factual, which recently raised $42m in investment funding, offers its Geopulse Audience product to help build defined audience segments, spanning demographic, geographic, behavioral and brand affinities; while its Geopulse Proximity tool enables advertisers to use popular location-based targeting techniques - such as 'geofencing' and 'geoconquesting' - to deliver ads to mobile users. Ibotta offers cash rewards to consumers for their everyday purchases, and the firms say that by combining the latter's deterministic purchase data with Factual's real-time location data, will provide brands with 'unique' joint audience targeting segments and measurement solutions.

These Factual + Ibotta joint audience segments will be created to enable marketers to reach a group of consumers who made a product purchase and visited a physical retail location. Mike Dadlani (pictured), VP of Media & Data Partnerships at Ibotta, comments: 'Pairing Factual and Ibotta data allows advertisers to not only ensure they're reaching a highly relevant consumer, but it also allows them to be more creative in how they develop their targeting criteria. This partnership with Factual is a natural step in our quest to revolutionize how retailers and brands allocate their marketing dollars and, ultimately, how they drive in-store sales and ROI.'

Web sites: www.factual.com and www.ibotta.com .