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NinthDecimal adds native ads to its location-based repertoire
The San Francisco company now offers location-targeting and offline attribution for a complete range of ad types on mobile and desktop.
Location-based marketing platform NinthDecimal is today making native ads available through its services.
The San Francisco-based company offers a Location Graph, which employs location, shopping and purchase behaviors, customer relationship management and other data to target ads. A Location Conversion Index tracks attribution from online and other ads down to foot traffic and purchases in physical stores.
President David Staas told me that this is the first availability by any platform of “native ads for mobile and desktop with location-derived audiences and offline attribution.”
Previously, the company has offered static, rich media and video ads on mobile and desktop. The in-feed native ads are available as static or video, but not yet as rich media.
In a typical use case, Staas said, a brand might come to NinthDecimal to create, run and optimize a campaign across mobile and desktop that reaches, say, Hispanic-American mothers with a combined household income of more than $100,000. If she is a customer of a brand, the brand might on-board their first-party data to combine with other data layers.
Now, that mix can include in-feed native ads on her smartphone, tablet or laptop (as seen below).