Are location-based segments the answer for marketer’s identity crisis?
For marketers, the cookie is an essential way of understanding consumers, their interests, and how best to deliver them relevant and engaging content and ads. Whatever happens with the cookie, many marketers have agreed that moving towards people-based marketing is a direction that the industry is well advised to take.
That’s why at Tamoco, we’re focused on supporting a marketer’s ability to be better at people-based marketing. We believe that device location can help build distinct audience segments based on real-world locations that drive results.
Tamoco has been in the location space for a while now. We started by using beacons and other sensors to deliver push notifications to users. A lot has changed since those days, but we feel that there’s still a lot that needs to be done for marketers.
The power of location-based targeting has been proven, but we think we’ve built something that gives marketers better certainty when using location-based segments.
For us, this all comes down to accuracy. For consumers, there’s nothing worse than a lack of relevance in their advertising. We noticed that much of the location data that was being used to target consumers was simply inaccurate.
That’s why we built our visits product. It takes multiple device signals (such as movement type, acceleration, and altitude) over numerous data points to measure visits to real-world locations more accurately. Marketers can now be sure that the person they are targeting with their ads spent time inside a retail location, rather than just walked past.
But the best part for marketers is that we’re integrating this all directly into LiveRamp and Adsquare.
With Tamoco’s segments, marketers can accurately target consumers based on their behavior in the offline world. Tamoco offers hundreds of unique audiences, based on a detailed analysis of visits to real-world locations and points of interest. These segments run across multiple industries, from retail stores to restaurants, entertainment venues, and travel locations.
How to access Tamoco segments from within LiveRamp
Tamoco’s location based segments are available through the LiveRamp platform. Activate these segments today to target people and provide a better advertising experience for consumers.
Tamoco makes 70 pre-build segments available in the data store; these are split by POI category and refreshed monthly.
Our off the shelf segments can be found by following Tamoco > US > Location data > Verified visits > Month Year > Segment name. E.g. Tamoco > US > Location data > Verified visits > Month Year > QSR
Tamoco off the shelf segments are also automatically pushed to DV360 and available through their marketplace.
We can build custom segments (based on more tailored POI categories, brands, locations, smaller time windows) and push these to 198 Liveramp data partners; including Adobe Advertising Cloud, Amazon, Amobee, Facebook, Hulu, MediaMath, Roku, theTradeDesk, Verizon and Xandr.
For customized options, please get in touch here.
How to access from within Adsquare
Tamoco’s location based segments are available through the Adsquare platform. Activate these segments today to target people and provide a better advertising experience for consumers.
Tamoco makes pre-build segments and audience profiles available in Adsquare and these are also pushed to all public marketplaces; these are split by POI category and refreshed monthly.
Our off the shelf segments can be found by searching for Tamoco in the Adsquare platform or in any marketplace you use.
We can build custom segments (based on more tailored POI categories, brands, locations, smaller time windows) and push these to any of the social media platforms integrated with Adsquare including Adobe Advertising Cloud, ApNexus, Facebook, MediaMath, theTradeDesk, amongst others.
For customized options, please get in touch here.
James is the head of marketing at Tamoco
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