LSA Members in the Business of Local: xAd
February 19, 2015 | Contributed by: Joe Morsello
xAd helps brands harness the power of accurate location data to produce measurable results from mobile advertising. Through award-winning location technology that is precise, measurable and scalable, xAd’s platform pinpoints target audiences by neighborhood, across the country and around the globe at pivotal moments during the consumers’ path-to-purchase.
We caught up Dorothée Bergin, director of platform partnerships at xAd, to learn more:
What local problem(s) does xAd solve? How?
Advertisers large and small want to reach relevant audiences and see results that make sense for their business. So whether you’re a global organization, national chain, regional franchisee or a mom and pop storefront, our technology allows you to leverage mobile data and location technology to drive real world results.
What makes xAd innovative?
Early on in the development of the mobile advertising space, we understood the importance of location and built our business around it. As the industry took notice and followed along, our focus remains unchanged. In 2014, that focus on location took us beyond even the confines of mobile advertising with the introduction of our Footprints™ real-time visitation visualization platform. Now we offer our clients the opportunity to see and better understand real time visitation to their locations and bridge the gap between the online and offline worlds. And our work only continues from there.
How does xAd make the local space better for advertisers and/or consumers?
The context of location offers relevance to both parties. Advertisers reach and engage the right audiences at the right time based on the ultimate indicator of intent, and the experience of mobile consumers in-device in enriched with location-specific insights and options.
What is next in local?
The call for greater accuracy in location can be heard loud and clear, like a grassroots movement within the space. Local media placement by localized brands and businesses has always been rooted in location and yet many in the space are still leveraging technology and practices developed which demonstrate a general lack in accuracy – hindered by dirty data. The refinement, education and widespread changes in location accuracy standards are certainly on the horizon.
Founded in 2009, xAd is headquartered in New York City and has several offices both across the U.S. and internationally. xAd serves more than 1.5 million national and local advertisers, while managing more than 30 billion location-verified ad requests per month.
Visit xAd.com to learn more about xAd’s dedication to location and mobile advertising innovation.