xAd has launched its mobile targeting technology Blueprints, which promises to be the most accurate place data technology for location-based mobile marketing.

Blueprints is able to target individual bricks-and-mortar stores in the UK and US based on their physical boundaries, rather than using a radial fence around a street address.

xAd argues that this is important because passers-by can targeted from the centre of a store, rather than its point on a street. This is especially troublesome for larger stores, and those with a car park or forecourt which are set back from the road.

“Knowing the actual physical area of a store can help make the crucial determination of a consumer who visited an actual store versus just passing by,” said George Rekouts, head of technology infrastructure at xAd.

Blueprints is powered by a patent-pending visual mapping algorithm that automates 70 per cent of creation and updates for each location. It has already set up over 12m business locations in the US, including 1,900 shopping centres.