PlaceIQ – a competitor to the likes of xAd and Placed – has amassed $27 million through four rounds of funding, according to CrunchBase. Most recently, PlaceIQ got a $15 million injection in February.
The mobile tech company segments audiences by combining data points such as geographic coordinates, publisher ad requests, census information and demographic and social data.
Kohl added that the company also uses geological surveys and satellite imagery to understand the physical world and overlay that with information about consumers’ movements.
As PlaceIQ grows, it will focus on creating a data partnership strategy that will further its efforts toward what Kohl calls the three Ms. The first is the build-out of PlaceIQ’s map, which lets it target more precise geographic regions, depending on client needs. The second is the company’s understanding of consumer movement within that map. And the third is the application of media, because the company buys media and fields its own ad ops and creative teams.