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YP Announces New ‘Audience Cartography’ Platform for Targeting and Attribution | Street Fight

YP’s location data comes from several sources, including the information it collects from its own app as well as the in-app inventory it buys from the advertisers with which it partners. The company is also selective in the location data it actually uses for its client reports: YP discards almost 70 percent of the data […]

YP’s location data comes from several sources, including the information it collects from its own app as well as the in-app inventory it buys from the advertisers with which it partners. The company is also selective in the location data it actually uses for its client reports: YP discards almost 70 percent of the data at its disposal, presenting only the higher-quality figures to its clients, according to Bill Maslyn, director of digital ad products for national markets at YP.

Using this location data, YP provides an interactive click map on which businesses can see how many consumers have interacted with their campaigns. It is also now providing customers with store location heat maps that allow advertisers to gauge their success in courting customers of different sorts of demographics in various locations.

Source: YP Announces New ‘Audience Cartography’ Platform for Targeting and Attribution | Street Fight

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