Brands, agencies, adtech companies now identifying true consumer behaviors based on the local events and activities mobile consumers engage in, every day.
Leesburg, Va., July 20, 2016. Gravy, the only location-based customer intelligence platform based on verified local event attendances, today announced its Open Geo-Signals Cloud network has surpassed 200 million anonymized mobile devices. The Open Geo-Signals Cloud is the only mobile location-signal verification network eliminating inaccurate, incomplete and fraudulent signals, to verify consumer interests and passions. Brands, agencies and adtech partners are using the solution to minimize media-spend waste, increase eCPMs and execute and measure premium audience targeting campaigns.
Every day, Gravy ingests over 15 billion location signals with latitude/longitude and date/time stamps from dozens of contributing partners and clients. Utilizing hashed Ad IDs, signals are processed through the company’s patented AdmitOneTM location signal & attendance verification engine. AdmitOne analyzes location signals against entry/exit, dwell time, metadata and other parameters to verify consumer attendances at local events and activities. Its waterfall process eliminates up to 85% of total signals because they do not meet Gravy’s rigorous attendance verification standards.
“For the first time, clients and partners are eliminating the noise created by billions of nonsensical location signals, and getting the insights that actually drive value,” said Gravy CEO Jeff White. “But this doesn’t mean scale is diminished. In fact, we’re identifying verified event and activity attendances on all of our 220 million devices, and this will only improve over time.”
Clients and partners participating in the Gravy Geo-Signals Cloud contribute their anonymized device Ad IDs and location data. In return they receive verified, high-fidelity Gravy TruLifeTM predictive lifestyle and intender segments for analytics & monetization.
Gravy is the only mobile, location-based customer 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 its 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.