xAd Inc has announced the launch of their location-based technology into nine new countries across the Nordic, DACH and Benelux regions, bolstering the number of unique devices xAd can reach across Europe to more than 100 million.
xAd’s European growth has been fuelled by the demand from marketers and agencies to have the ability to build highly relevant audiences based on real-world behaviours, and interpret the most relevant moments to deliver valuable, contextual brand experiences via mobile.
The expansion also sees the roll-out of Blueprints, xAd’s proprietary technology that indexes the physical world by drawing polygons around real-world places of interest. The LBMA reported 77% of marketers agreed that location based data is valuable, but only 65% believed it was accurate. Blueprints, in combination with xAd’s patented 4-step location verification process listens to location data, scores the data based on various parameters to determine accuracy, then filters the ranking to ensure only the most accurate location audiences are reached.
Accessed via xAd’s programmatic partners, marketers can now connect with audiences across 14 countries in Europe, which according to IAB Europe and IHS, saw a 60.5% regional increase in display mobile advertising revenue in 2015.
“xAd’s move into a further nine European countries has been fuelled by demand from advertisers and clients to be able to translate contextual location signals into actionable data points” Theo Theodorou, general manager of EMEA, xAd commented. “Time again, location has proven to be the greatest indicator of intent. Now advertisers from The Netherlands, Belgium, Luxembourg, Austria, Switzerland, Denmark, Norway, Sweden, Finland will be able to leverage xAd’s capability and reach customers during these highest moment of intent and drive behaviours in the real world.”
“We are thrilled to extend our partnership with xAd into the DACH, Nordic and Benelux regions –highly advanced advertising environments in which a programmatic-first strategy is positioned to thrive,” said James Brown, Managing Director, UK & Nordics, Rubicon Project. “xAd has a dynamic location-based proposition that we will actively support in their expansion into regions where Rubicon Project has an established programmatic presence.”
Liam Pook, senior emerging media director at Essence said “xAd is a key partner for us, and we’re delighted that we are now able to offer our clients even more reach with their best-in-class location technology in more countries across Europe.”