From Basements to Penthouses, BlisMedia takes Location Vertical

Connected Globe InternetResearchers and data engineers at ad tech firm BlisMedia have added altitude to location profiles contained within the firms anonymised consumer behaviour data, enabling location targeting to take place in three dimensions for the first time.

The company is developing an SDK for app developers and publishers that will enable it to access and analyse data from the barometric sensor found in new smartphones, and use this data to calculate the devices altitude.

The technology is still in the R&D phase, but has the potential to be commercialised quickly once it is perfected and 3D mapping advances forward onto its next stage of evolution.

Adding height to location will deliver more context and audience understanding for advertisers, helping to create even more accurate ways to map location behaviour, particularly in high-rise, high density cities around the world and complex locations like shopping malls.

“Location isnt simply about where you are at any given time – its also about the context of what you have done or are doing right now, and how you are interacting with your environment,” said Greg Isbister, CEO of Blis. “We all think and see in three dimensions – so why not measure location in 3D too? Thats the simple idea behind what we are developing.”

“Were always looking at cutting edge developments in mobile and to understand how our brands can use it in their campaigns,” said Ben Phillips, global head of mobile at MediaCom. “Were in a constantly moving market that no one can predict so we will always want to work with companies like Blis that develops best of breed platform solutions, which we can test with our portfolio of innovative clients.”

You can find more details on BlisMedias work with location in the latest issue of our magazine, which can be read online here.