Gravy Analytics Taps Former Neustar and Mobile Posse Executive Anurag Mehta to Lead Audience Data Solutions Division
Leesburg, Va., December 1, 2016. Gravy Analytics, the only location-based lifestyle and in-market audience platform based on verified local event attendances, today announced that Anurag Mehta has joined the company as general manager of Audience Data Solutions. Mr. Mehta most recently served as vice president of Wireless & New Media at Neustar and was formerly SVP of sales and business development at Mobile Posse.
“Anurag is one of the most knowledgeable and effective mobile industry executives I have met and we are excited that he will be leading our recently formed Audience Data Solutions business. Anurag first became involved in mobile advertising back in 2006 when the space was in its infancy and has spent the last decade in and around mobile, online advertising, and marketing analytics. Gravy is growing fast and Anurag’s expertise is already proving valuable as we prioritize the market demand,” said Jeff White, CEO of Gravy Analytics.
Anurag Mehta commented, “Gravy has a unique set of mobile audience data. The high volume verified event attendance data combined with robust location history, enables mobile device targeted advertising based on behaviors, affinities and intentions. While other geo-targeting solutions guess about consumer preferences based solely on where they go, Gravy ties that data into the events that people attend and the things they do to provide a well-rounded understanding of what matters to them based on life-style, life-stage and current interests. This is the type of high resolution audience targeting data that advertisers have always wanted. I am excited to help the Gravy team bring these capabilities to a broader market.”
TruLife premium audiences are fueled by Gravy’s anonymous 242 million device Open Geo-Signals Cloud network, and processed against Gravy’s AdmitOne™ attendance verification platform. AdmitOne processes billions of Geo-Signals daily, rigorously verifying consumer attendances at events, activities and places, to create verified Gravy TruLife audiences.
Gravy is the only mobile, location-based audience intelligence platform identifying consumers’ passions based on verified attendances at local events and venues. Gravy combines conclusive geo-signal knowledge of where consumers go and what they do, with the AdmitOne™ attendance verification engine. As a result, Gravy gives brands TruLife™ predictive segmentation, lifestyle and intender audience targeting and foot traffic attribution, built on Privacy by Design principles. For more information, visit gravyanalytics.com