UberMedia buys Cintric to blend first and third party data for ‘always-on’ location

UberMedia buys Cintric to blend first and third party data for ‘always-on’ location 800 450 C-Suite Network

A few years ago most marketers didn’t know how to use location; it was about “geofencing,” Starbucks and mobile coupons. Today they literally can’t get enough of it.

Brands, retailers and agencies have discovered the versatility and utility of location data — for audience targeting, attribution and competitive insights — and are increasingly hungry for “always-on” mobile location. However always-on location is not easy to get.

It typically requires a first party relationship or data supplied via a first party relationship (i.e., an app with location enabled). Most companies working with location data access it through the exchange bidstream. That data is generally full of inaccuracy and even…