Skyhook is on the team now at the AppNexus marketplace. The firm will be AppNexus’s first mobile location insights data provider, designed to boost the value of publishers’ advertising inventory “by ensuring highly accurate location-based behavioral targeting, insights, and attribution.”
Skyhook is the world’s leading independent location platform — and has a handle on how personalization is key in the modern world of advertising. Skyhook’s enhanced Personas, built on a unique mobile location technology stack that processes trillions of location signals annually, will be unleashed.
“Personas (is) the industry’s most accurate and actionable portfolio of location-based behaviors, delivering compelling insights into publisher audiences and unmatched targeting, personalization and attribution for advertisers,” according to a company statement provided to MAW. “While mobile advertising is expected to grow into a $100 billion industry over the next four years, much of the targeting and attribution currently used is reliant on inaccurate location data. To solve this problem, Skyhook cleanses all inaccuracies in location data by leveraging its 13+ years of leadership and expertise, its global location platform and its ground-truth, quality-controlled venue set.”
Joe Bell, Account Director at AppNexus, is pumped about the possibilities.
“We were drawn to Skyhook’s extensive history in the mobile location space, as well as their dedication to delivering accurate, high-value segments,” Bell said. “As digital advertising becomes increasingly personalized and programmable, AppNexus clients require a location partner that can produce precise insights at scale. Skyhook’s innovative technology and thoughtful team have us excited to go to market with an advanced solution.”