Foursquare Makes Good On Promise To Sell Data For Retargeting

Foursquare LogoFoursquare has joined the “big data” club, making good on an earlier promise to sell location and other user-behavior information to third parties. The company has said it wants to be “the location layer for the internet.”

As reported yesterday in AdAge, Foursquare is now making customer data available to DSP Turn:

As part of its efforts to generate new sources of revenue, Foursquare is working with ad-tech company Turn to allow advertisers to use its treasure-trove of location data to retarget Foursquare users on other websites, according to executives familiar with the situation.

Data from its own app and site users (e.g., check-ins) is combined with data gleaned from its developer partners, who use Foursquare’s location database. Turn (and others) will presumably add this data into the mix of retargeting options available to advertisers.

Foursquare Check-In Retargeting

Foursquare personas

Foursquare has created personas or audience segments in part based on location and check-in data. The two slides above are from a Foursquare presentation published by Valleywag in April.

Selling its data is part of a larger Foursquare initiative to accelerate revenue growth and create multiple revenue streams. As another part of that effort the company recently introduced post-check-in ads on its app. Foursquare has also recently introduced self-service promoted listings for small businesses.

While Foursquare has access to plenty of money its ultimate fate will likely be an acquisition. And I still believe the best fit is Yahoo.

Related Topics: Channel: Industry | Foursquare


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!