Data companies are not a novelty in the marketing world. For instance, RL Polk, a leader in automotive data was founded in the late 1800’s, Acxiom emerged in the late 1960s, Experian flourished most notably in the 1990’s when it was purchased by GUS (Great Universal Stores) and later demerged. All provide valuable insights on audiences, specific consumer behaviors and tendencies. GIS companies, such as Esri, are also driving a stake in the ground as the mapping giant gathers a vast amount of info and redistributes to companies that can leverage the data. Each data provider brings their own insights and flavors to the table. Complementing how those insights are packaged, delivered and reinforced provide the real value.
Location-based advertising technology companies have been known to team with consumer data providers to draw insights from demographic and lifestyle data. This data is then presented to marketers with the ability to reach specific consumers on their desktop and mobile devices. The consumer currency can be pulled, sliced-and-diced from the provider’s proprietary database and suited to fit most ad technology, depending how granular the data can be packaged.