AdNews: Location hyper-targeting breaks away from mobile in Aussie first
Tuesday 22nd July, 2014
Audience management specialists Mediata are claiming an Australian first in geo-targeting campaigns beyond mobile after linking with locational specialists Skyhook to drive “hyperlocal” targeting.
The deal, announced today, will see Mediata use Skyhook’s Hyperlocal IP positioning capabilities to target campaigns to within 100 metres of the device.
John Stones, head of the product innovation at Mediata, said that the development of the system would allow advertisers to create campaigns targeted on location beyond mobile phones.
Mediata has been working on the development of the audience targeting system that offers “granular targeting” across all devices and platformsd for the past year and is now rolling the system out across Australia and New Zealand.
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