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Technology TubeMogul Walled Gardens

Tubemogul strikes deal to shake-up location-based advertising


By Seb Joseph | News editor

September 12, 2016 | 3 min read

Tubemogul is partnering with independent mobile location data company Factual to offer advertisers deterministic targeting beyond the walled gardens around the likes of Facebook and Google.

Tubemogul strikes deal to shake-up location-based advertising.

The partnership revolves around Factual’s Geopulse Proximity and Geopulse Audience tools, which are now available within Tubemogul’s software platform, giving marketers access to a complete suite of location-based targeting tactics.

Marketers can create highly customised geo-fences, or location-based audiences and then apply that targeting to their video campaigns executed on TubeMogul. In either case, Tubemogul’s clients can use Factual’s tools to create their own segments, or work with the data provider’s strategists to help devise their own campaigns.

Having the data stored on independent platforms, also lets advertisers use benefit from data portability (the ability to apply data across multiple campaigns and inventory), as well as enhanced scale from aggregating multiple supply sources and contexts – two areas most marketers will struggle to find within walled gardens.

One of the biggest benefits of using software to activate mobile location data is the “flexibility it affords marketers to test out different tactics and identify what works best for them and that specific campaign,"said Antoine Barbier, senior director of mobile at TubeMogul.

Historically, geo-fencing has been viewed by brands as more of a direct response tactic since it taps into real-time location data. However, Tubemogul is adamant that it can be used for so much more, claiming that marketers can capitalise on historical location visitation habits to engage with consumers that display a certain type of behaviour. For instance, those that prefer quick-serve restaurants, brand affinity (such as those consumers that visit McDonalds three times per week), or users that have visited an advertiser’s retail location, but haven’t converted.

By working with independent partners like TubeMogul and Factual, advertisers avoid the inherent conflict of interest that comes with buying media from companies that also own media,” explained Barbier of the programmatic outfit's long-running crusade against the perceived monopoly the walled gardens of Facebook et al. some observers believe will monopolise ad tech.

On this point, Vikas Gupta, director of marketing at Factual, Vikas Gupta, said: "Marketers want choice - they want to be able to work with their preferred media platform, their preferred data provider - basically their preferred vendor for each part of the advertising stack. Each of these layers is extremely hard to do well, so it makes sense that they want to work with specialists who are best in class for their focus. These types of partnerships enable that choice - they enable marketers to use Factual data with TubeMogul's platform, and take advantage of each of our different areas of expertise - ours in location data, and TubeMogul's in programmatic video."

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