BARCELONA — A clutch of ad-tech vendors, from placeIQ to Ubimo, is focused on bringing to mobile advertising an input that is obvious but often overlooked – consumers’ location.

Another vendor, Factual, has already been in this game for a number of years, and in December took another big $35mn funding round to further its ambitions. The aims for that cash are threefold, says Factual’s revenue SVP Rob Jonas:

  • “Continuing the growth of the business.”
  • “To allow us to expand the business as it is outside of the US and to further international markets.”
  • “Continue development of our existing products and new products.”

All of that is toward that single aim – helping advertisers better target ads by accounting for exactly where audiences (or their phones) really are.

“We know that location in its most basic form has a very positive impact on advertising rates, and allows publishers and media owners and app developers to monetize at a much higher level than they can without that information,” Jonas says.

 

This video was is part of Beet.TV’s coverage of Mobile World Congress presented by Light Reaction. Please visit this page for additional videos from Barcelona.