Soon-to-be Verizon-owned Yahoo is partnering with mobile geolocation data startup Statiq, which was recently acquired by Telefonica’s Axonix programmatic trading platform. The partnership sees Yahoo ‘refine its ability to offer location-based targeted adverting for brands in the UK’.
Yahoo is leveraging Statiq’s location insights to create ‘a unique, accurate and scaled view of consumer behaviour’ – and applying these insights across its suite to enable brands to buy programmatically and implement cross-device campaigns.
“The ability to identify and target a user based on their location is not new,” said Shan Henderson, director of mobile at Yahoo UK. “However, understanding the relationship between people, devices, and places over time, and using these insights to create meaningful, holistic campaigns marks a significant evolution in the accuracy and depth of the location market. This is an area Yahoo is focusing on in 2017.”
Statiq boasts 55m device IDs and 5.8m ‘places of interest’ mapped in the UK – with Yahoo’s device data having a ’99.7 per cent match rate with Statiq’.
The pair’s first mobile location campaign, for Telefonica’s O2, is said to have increased store footfall by 2.3 times for customers exposed to the advertising.