Singapore-based location intelligence platform AdNear last week announced a rebrand to ‘Near’ to emphasise the company’s focus on using location data for much beyond targeted mobile advertising.
The company explained the move saying it had outgrown its name and now offers its clients a more rounded data solution, including custom audiences, data insights as well as offline attribution measurement – features which exceed pure advertising. Anil Mathews, Founder & CEO, Near, explains:
“We are no longer a company just focusing on using location data for mobile advertising. Since launching in 2012, we been doing a lot more with our data. This is a big step for us, but it is also a natural progression as things have changed tremendously over time. Location data has always been at the core of everything we do, our products and our brand identity. And now, our new name truly reflects that.”
The company secured $6.5m during first funding in 2012 and has since established presences in Australia, South East Asia, Japan, India and Europe. Among its clients are P&G, Coca Cola, Ikea, Audi, McDonald’s, Toyota, Nike and Samsung. Near has been busy expanding and earlier this year announced Ken Parnham, former Managing Director of data privacy management company, TrustE, to head its London offices as General Manager of Europe. In addition, Nandita Pal was named the new General Manager for Southeast Asia and Hong Kong business, based in Singapore.