Posted by Ronda Billings Morra
Powerful targeting, insights and attribution technologies delivered measurable value for advertising and marketing professionals
BOSTON - January 25, 2017 - In 2016, Skyhook, the world’s leading location services company, continued to answer the call for quality, highly accurate location data by delivering innovative solutions across a range of products and markets. New advertising solutions, enhancing targeting, insights and attribution, along with ongoing innovations in the wearables and internet of things (IoT) markets, drove a nearly 30 percent increase in new customer adoption from companies including AdTheorent, AppNexus, Arbor, Digital Element, LiveRamp, RadiumOne, SafeGraph and Verifone Media.
eMarketer projected that the global advertising market in 2016 would exceed $100 billion in spending, making up more than 50 percent of all digital ad expenditure for the first time. With digital and mobile ad spend on the rise, there is more pressure than ever for advertisers, agencies, publishers and marketers to deliver strong ROI - and to ensure that relevant content is being served up at the very moment a consumer engages with it. The challenge is that the industry has been relying on incorrect or imprecise location data as the foundation for many advertising campaigns.
To combat this problem,Skyhook’s mission in 2016 included helping apps and brands achieve pinpoint location accuracy for campaign targeting and measurement through its new foot-traffic attribution solution utilizing Personas. Skyhook also pioneered new location opportunities for wearable and IoT device manufacturers, helping them innovate new products and find new audiences.
“Skyhook is the ‘founding father’ of mobile location and, having literally put the blue dot on the map, continues to solve challenging problems that connected devices, advertisers and apps face everyday,” said Skyhook CEO Craig Waggy. “Our team’s dedication to innovation and providing accurate location data secured our growth in 2016. As me move into a new year, Skyhook is poised for even more growth as an increasing number of devices and marketing campaigns build on their use of location technologies. These are truly exciting times for all of us.”
In November, Verifone Media chose Skyhook’s foot-traffic attribution solution to measure the effectiveness of Pump Media advertising campaigns using real-world consumer movements through time and space. As a result, Verifone Media was able to measure how Pump Media campaigns deliver foot traffic to the stores of their customers.
“We looked at other mobile attribution solutions that could help us measure Pump Media campaign impact, but Skyhook had the location accuracy our customers wanted,” said Dan Trotzer, VP of Business Development at Verifone Media. “With Skyhook, we provided a tier 1 retail customer with surprising campaign results as well as insights to help them amplify their reach even further. In addition, we’re excited that we can now extend our out of home campaigns to the digital world with retargeting via Personas.”
Among the year’s achievements includes Skyhook’s integration with AppNexus - the world’s leading independent advertising technology company - as the first and only mobile location insights provider. The integration of Skyhook’s enhanced Personas, built on a unique location stack that processes trillions of location signals annually, offers the industry’s most accurate and actionable portfolio of location-based behaviors, delivering compelling insights into publisher audiences and unmatched targeting, personalization and attribution for advertisers.
Reinforcing its commitment to protecting the consumer’s digital privacy, Skyhook joined the Network Advertising Initiative (NAI) in 2016, the leading self-regulatory association dedicated to responsible data collection and its use for digital advertising.
As a part of its ongoing growth, Skyhook welcomed the following executives in 2016:
Looking ahead to 2017, Skyhook plans to bring to market new products that advance mobile customer engagement and build on its impressive library of more than 400 active patents delivering pinpoint accuracy for any connected device anywhere on the globe.
Skyhook is a worldwide leader in location. Skyhook created and operates the most advanced location network in the world today. Everyday Skyhook powers tens of billions of location requests and location-based context requests around the world for advertising, publishers, devices, apps, wearables, media, mobile device management, digital rights management, device recovery and more. Skyhook is a wholly owned subsidiary of Liberty Broadband Corporation. To learn more about Skyhook, please visit www.skyhook.com.
InkHouse for Skyhook