January 28, 2015 2:18 PM ET

Internet Software and Services

Company Overview of Factual Inc.

Company Overview

Factual Inc. operates a location platform that enables personalized and contextually relevant mobile experiences by enriching mobile location signals with global data. The company’s platform features global location data, mobile personalization and ad targeting tools, data mapping and cleaning tools, additional location tools, and consumer products data. Its platform allows users to access places, local businesses, and points of interest, as well as category-specific attributes for major location verticals, such as restaurants, hotels, and doctors in various countries via download or API. The company was founded in 2007 and is headquartered in Los Angeles, California with additional offices ...

1999 Avenue of the Stars

35th Floor

Los Angeles, CA 90067

United States

Founded in 2007





Key Executives for Factual Inc.

Founder and Chief Executive Officer
Director of Marketing and Operations
Senior Vice President of Product and Partnerships
Director of Product
Vice President of Engineering
Compensation as of Fiscal Year 2014.

Factual Inc. Key Developments

EQ Works Announce New Partnership with Factual

EQ Works announced its new partnership with Factual. As the first Canadian advertising company to work with Factual, EQ Works now brings to Canadian marketers the most advanced mobile audience data as part of its audience-targeting platform. Improving the relevancy of every ad served to mobile users, the data identifies audiences based on locations they are near, retail chains visited in the past, and numerous behaviors including shopping, travel, dining and entertainment preferences. EQ Works then tailors messages and serves the right mobile ad based on this context, making every mobile interaction more targeted, engaging and informative.

InMobi Inks Global Partnership with Factual Inc. to Increase Mobile Ad Efficacy for Brands

Factual Inc. announced a partnership with InMobi. InMobi’s anonymous data set of global mobile consumer activity will be combined with Factual’s location-based data to build geo-derived audience segments worldwide. This partnership enables marketers to globally leverage a richer set of geo-targeting features that incorporate geo-based consumer intelligence at a large scale. Brands are often challenged by ‘ad spillage,’ or dollars wasted when an advertisement reaches audiences outside their geo-spatial target segment. Providing advertisers with rich contextual data on consumers enables delivery of relevant ads with higher campaign efficacy, or lower ad spillage. InMobi gathers anonymous user data from the 759 million monthly active unique users on its network. To enhance an advertiser’s targeting efficacy, InMobi builds on this understanding of users by partnering with multiple data-specialists across the ecosystem, such as Factual. The partnership between InMobi and Factual will help advertisers understand how consumers move through the physical world by using aggregated anonymous user location data. Factual’s Global Places data covers over 65 million businesses and points of interest across 50 countries. Geopulse Audience uses this understanding of geography to build location-based profiles that contain hundreds of non-private behavioral attributes describing a user. For example, brands can now run campaigns targeting college students at Starbucks coffee shops or live sports fans at a stadium. In addition, InMobi will provide brands with geographically differentiated insights that will enable marketers to build targeted campaigns. For instance, brands will be able to market to movie goers in New York differently than to movie goers in London.

Factual Inc. and Smaato Announce Strategic Partnership

Factual Inc. and Smaato announced a strategic partnership. Smaato will leverage Factual's Geopulse Audience solution in order to enhance mobile ad inventory in its RTB exchange, enabling advertisers to better reach their desired audience. Advertisers can now target mobile campaigns against defined audience segments similar to those used in offline and traditional online advertising. Over 40 segments will be made available at launch with more being added over time. Example demographic data offered includes household income, gender, and age, as well as geographic information like zip code, and behavioral information such as business traveler, in-market auto buyer, and quick service restaurant diner. To develop the audience segments, Geopulse Audience applies Factual's extensive location data along with its deep data engineering and machine learning expertise to the vast amount of location data running through Smaato's RTB exchange (SMX). Factual's location data includes its Global Places data, covering over 65 million local businesses and points of interest across 50 countries and additional contextual data about geographic areas. By combining Smaato's data with Factual's data, Geopulse Audience can better understand mobile user behavior and use this understanding to develop audience segments. Publishers running ad inventory through Smaato will benefit both from the increase in the value of their ad inventory driven by the audience segments as well as from the increase in relevance of the ads seen by their users. Demand Side Platforms (DSPs) and Ad Networks connected to Smaato will benefit by being able to offer their advertisers enhanced targeting capabilities. Advertisers will benefit by increasing the effectiveness of their ad spend by being able to better reach their desired audience.

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