Skyhook, a leading global independent location platform, announced Thursday that it has joined the AppNexus marketplace as its first mobile location insights data provider.
The integration of Skyhook’s Personas will help to increase the value of publishers’ advertising inventory by ensuring highly accurate location-based behavioral targeting, insights and attribution.
Personalization is key to the advancement of advertising. According to a 2016 Forrester report, marketers who don’t adopt advanced personalization capabilities are in danger of being left behind. Nearly half of the marketers surveyed reported engaging in at least basic retargeting advertising programs, and more than half started to specifically focus efforts on personalized advertising.
“As more and more advertising dollars flow to mobile, behavioral retargeting based on location history in the offline world provides a critical means to deliver relevant content to users that hits the mark,” the company says.
Skyhook says that its enhanced Personas – built on a unique mobile location technology stack that processes trillions of location signals annually – offer the industry’s most accurate and actionable portfolio of location-based behaviors, “delivering compelling insights into publisher audiences and unmatched targeting, personalization and attribution for advertisers.”
“We were drawn to Skyhook’s extensive history in the mobile location space, as well as their dedication to delivering accurate, high-value segments,” said Joe Bell, Account Director at AppNexus. “As digital advertising becomes increasingly personalized and programmable, AppNexus clients require a location partner that can produce precise insights at scale. Skyhook’s innovative technology and thoughtful team have us excited to go to market with an advanced solution.”