Audi and Starcom Turn to Data Firm PlaceIQ to Gauge Whether Mobile Ads Work

Audi and Starcom Turn to Data Firm PlaceIQ to Gauge Whether Mobile Ads Work

According to Mr. McCall, PlaceIQ compiles anonymous location data from a multitude of mobile apps which in aggregate provide insight into 100 million mobile devices in the U.S. The company marries that location data with other sets of data it pays for, such as census data and regional information on car ownership, for example.
Audi is using the PlaceIQ data to measure how many people are visiting its dealerships before they are exposed to the company’s ads and after. The company is also using the data to target individual car shoppers who are likely to visit competing auto dealers, said Loren Angelo, director of marketing at Audi of America.
 “Location-based advertising continues to evolve, and automotive brands have struggled with how to best make use of this technology to power advertising,” he said. “We have already seen success in implementing this data.”
http://blogs.wsj.com/cmo/2015/08/25/audi-and-starcom-turn-to-data-firm-placeiq-to-gauge-whether-mobile-ads-work/?mod=WSJBlog&mod=wsj_cmohome_cmoreport