Foursquare Opens Up About Using Check-In Data For Ad Retargeting, Revenue Generation

Foursquare logoFoursquare is now going public about its moves over the past year to sell its location data and deliver ads across the web and on mobile devices.

As first reported and confirmed today in AdAge, the company’s CRO Steven Rosenblatt says it has been working with DSP Turn for the better part of a year and added mobile inventory last fall.

Foursquare is selling the ads directly via its 30-person national sales team, buying on the ad exchanges via Turn and then selling to brands and agencies on a CPM basis and pocketing the difference.

Foursquare’s location data — captured by check-ins at restaurants, gyms, grocery stores, movie theaters and on and on — allows it to retarget ads to tailored audience segments based on their interests when they are browsing other mobile apps and websites. The Turn ad exchange includes network partners such as Facebook Exchange, OpenX, AdMeld and DoubleClick.

Rosenblatt tells AdAge that Foursquare’s location data should set it apart in programmatic buying. “Everyone’s got the same commoditized data sources,” he said. “[They're] getting the same data from Acxiom and Experian and the same publishers over and over, and I think there’s some fatigue in the market.”

He makes a good point. The question some are asking is whether Foursquare has the scale needed to make programmatic sustainable. Because, for now at least, the location data is based on check-ins only. Scale is dependent on active users. Foursquare claimed to have 45 million registered users in December 2013, but has not shared active user numbers.

Related Topics: Channel: Display Advertising | Display Advertising: Programmatic Media Buying | Foursquare | Top News

Sponsored


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter



Marketing Day:

Get the top marketing stories daily!  

Share

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

Europe

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!