Location is at the core of everything we do, and it all starts with creating and maintaining an accurate model of the real world.

Placecast’s Data Management Platform cleans, standardizes and de-duplicates location and other data for some of the world's largest enterprises. Today, Placecast manages over 400 million mobile user profiles, tens of millions of merchant records, IDs and addresses, and dozens of spatial and other 3rd party data sets from around the globe.

Placecast’s hosted DMP helps clients maximize the value of their first party data by combining it with second and third-party data to build highly accurate audience segments that can be targeted for mobile ad campaigns via Placecast’s or another mobile DSP or third-party tool. For partners that already have an online DMP, Placecast can enrich their segments with signals from consumers about their real-world behavior.

"There are countless impressive statistics about the growth of mobile data, but they all speak to one, fundamental point — mobile devices are rapidly eclipsing online as the primary tool for digital consumption. And with the growth of mobile data comes the need for data management platforms that can handle that data, and leverage it into something useful for advertisers."

Alistair Goodman, CEO

Data Ingestion

Applying principles from supply-chain management, Placecast’s lightweight content adaptor framework makes it easy to onboard any dataset. To date, over 130 datasets have been ingested into the DMP from various first, second and third party sources.Here are a few examples of datasets that Placecast has ingested into the platform to-date:

First party data sources

Mobile operators, financial institutions, retailer and brand CRM data

Second party data sources

Private brand match data, exchanges, aggregators and publishers

Third party data sources

POI, demographics and psychographics, offer aggregation feeds, census and specialty sets such as weather and crime statistics

Data Normalization and Matching

Our DMP provides UIs and an exception management process for cleaning, normalizing and standardizing large data sets. This includes patented deterministic and probabilistic ID matching for easy association of other data sets. All data is normalized to a common ID scheme with new data updated dynamically.

Placecast’s mobile DMP is designed to take the ever-changing location context into consideration based on real-time events like weather and time of day. This enables our partners to easily match users on different devices such as web, tablet or mobile, providing brands with greater insight into user behavior and interaction across all of their devices, and enabling brands to target these users for multi-screen advertising.

Audience Segments

Relevant marketing requires a deeper understanding of each and every consumer as an individual. Based on a person's location history and other data, we can build highly accurate audience segments. To find more targeted audiences, Placecast can also build custom audience segments using multiple data sources and methodologies, such as a combination of behavioral segments and third party data.

Placecast develops anonymized individual user profiles that are then scored and applied to segments. We provide 34 premium mobile segments based on location and user data, and 60 standard segments for targeting mobile users. The platform includes flexible taxonomies and PII to non-PII conversion. Decisioning is based on configurable rules and predictive analytics.