Over the weekend, The Data Alliance – a WPP company – confirmed a new partnership with Factual, the self-proclaimed experts in making sense of the context of location.
The partnership will enable WPP operating companies to leverage data that maps more than 65 million businesses in 50 countries to specific locations.
In an era where location is powerful, this deal is delivering to WPP a powerhouse resource that could yield huge long term results for WPP and its companies.
Through the deal, WPP properties such as GroupM, Kantar, JWT, Cohn & Wolfe and Wunderman can leverage Factual’s data that maps the known location of mobile phones to geographic places.
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.”
Not surprisingly, 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.”
