Mobile performance marketplace, AdColony, has its sight set on the Asia-Pacific (APAC) ad market. The company just announced a partnership with Lifesight, a consumer intelligence provider in APAC.
For marketers, the partnership means that they will be able to combine AdColony’s creative and behavioural data with Lifesight’s retail foot traffic data to target audiences more effectively.
“Lifesight is delivering an innovative solution in harnessing physical-world data at scale for the APAC region,” said Tom Simpson, AdColony’s vice president of brand and exchange APAC, “Their location data will enable advertisers working with AdColony to truly see the impact their campaigns have within the region, driving consumers and moving the needle in a measurable, transparent way.
Brands are increasingly expanding their ad portfolios to reach customers in the moments and places where they actually spend time.
“With the growth of programmatic and video, technology platforms must work together to deliver what new age marketers demand,” said Tobin Thomas, co-founder, and CEO of Lifesight, “One such demand is taking campaign success metrics beyond the click and getting more visibility on how it impacts physical store visits. We are excited that leading mobile advertising players like AdColony are at the forefront of driving this change and we are pleased to be powering it.”
Although location data isn’t new, the latest partnership provides an opportunity for AdColony clients to layer location data to mobile video formats to specifically target audiences in APAC.