xAd shares the future of location marketing with the release of Blueprints™

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Blueprints is the only technology that creates and stores the actual geo-boundaries of brick and mortar locations.

“Place data accuracy is paramount when using location data to define audiences or even to use as a form of attribution,” said George Rekouts, Head of Technology Infrastructure, xAd.

Today, xAd, the global location marketplace is releasing Blueprints™, a new technology that automates the creation of the most accurate place data for location-based mobile marketing. Using Blueprints, xAd has curated more than 12 million business locations in the U.S. alone.

On average, people check their phones 150 times each day, with 50% of that mobile activity taking place outside the home. With people on the go and always connected, location data from mobile devices has become a powerful data set to not only better identify and understand the needs and intent of mobile audiences, but a way to reach these targeted consumers with relevant messages, and ultimately measure whether these activities actually resulted in a store visit or sale.

“Place data accuracy is paramount when using location data to define audiences or even to use as a form of attribution,” said George Rekouts, Head of Technology Infrastructure, xAd. “Knowing the actual physical area of a store can help make the crucial determination of a consumer who visited an actual store versus just passing by.”

Blueprints data is based on the physical boundaries of business locations (the outline or blueprint of the outside of the physical store), rather than the area around the street address. Most commonly available data is derived from navigational systems, resulting in a business address on the map represented as a point on the street, not in the middle of the business store. Drawing a circle – or radial fence – around that point would result in grossly inaccurate store visitation data. This is also important as most businesses are actually set back from the street – some as far as over 100 meters – the length of a football field.

From the media buyer’s perspective, before Blueprints technology, only one out of four media dollars spent to target audiences based on store visitation was actually reaching the right person. This inaccuracy may be sufficient for marketers who are trying to reach people in the proximity of particular locations, however, it severely impacts the integrity of audience and/or attribution models that are built based on the places people go and frequent.

View xAd’s Place Facts Infographic Here

Blueprints is powered by a patent-pending visual mapping algorithm that automates 70% of the place creation and updates, technology necessary to keep up with the over 130,000 new address listings and changes processed by the U.S. Postal Service each day. This technology goes beyond standalone business locations as well. xAd automatically processed in-store polygons for around 4,000 malls worldwide, including 1,900 in the U.S. and 200 for the U.K.

Since 2009, xAd has been building technology to match relevant ads to audiences based on the context of location. Last year, xAd unveiled how it is visualizing real-time mobile activity at brand locations with Footprints™. Blueprints is the latest technology, developed to build out xAd’s global location marketplace for brands, advertisers, media companies, technology partners, and publishers.

Dipanshu “D” Sharma explained, “Together, Blueprints and Footprints show how location-based data and insights can influence businesses and buyers alike, allowing marketers the ability to better understand and reach their audiences, while providing valuable offers and information to consumers. xAd is the only company with the technology and tools to show foundational accuracy in its platform and data to help marketers realize the full potential of location-based marketing and insights.”

Each day, xAd sees more than 10 billion ad requests on its platform, where each data point helps xAd better connect devices to places and provide great insights into audiences and behaviors. Companies and brands such as Denny’s, Goodwill Industries, Outback Steakhouse, and Toyota Scion, rely on xAd’s location-based insights and technology platform to identify and reach audiences with relevant messages based on the consumer’s context.

About xAd
xAd is the global location marketplace that uses the context of location to create meaningful mobile advertising experiences. Our patented technology platform identifies where someone is or has been with precision and at scale, enabling marketers to use these insights to drive in-store traffic and sales. xAd’s global location marketplace allows nearly 1 million advertisers to reach 300 million unique devices in 300 billion mobile moments each month. Connect with xAd at http://www.xad.com, Facebook, Twitter and LinkedIn.

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Katy Zack
xAd, Inc.
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