Axonix, the RTB mobile exchange platform owned by Telefonica, has just acquired UK mobile geo-location data firm Statiq for an undisclosed sum.
Launched in 2013, Statiq processes location data signals to identify people’s locations to help build consumer profiles. This data can also be leveraged by advertisers to find out if a consumer visited a retail store after being exposed to a mobile advert.
Simon Bailey, CEO, Axonix, told Mobile Marketing that the company has been utilising geo-location data for the last three years its ties with mobile operators. He says:
“Over this time we have seen a huge increase in demand for this rich data from advertisers because it allows them to uniquely segment consumers based on their real life behaviours. Axonix sees the need for better products in what is becoming an over-crowded market .By combining Statiq’s experience and knowledge of location data with Axonix’s programmatic strengths and access to first party authenticated data through Telefonica, we are now able to offer true differentiation in location based data sets.”
The deal also brings on board Statiq’s GPS-based footfall measurement and telecom data with insights from Telefonica O2’s 15,000 WiFi hotspots. The company says it ultimately wants to enhance audience behavioural insights for advertisers to construct meaningful campaigns.
As part of the acquisition, Statitq will be combined with Axonix and operate from the London office, whilst keeping its Barcelon and Kiev offices.