• by Laurie Sullivan , Staff Writer @lauriesullivan, August 10, 2016

MediaMath has integrated Geopulse Proximity from Factual into its TerminalOne Marketing Operating System to deliver targeted mobile advertisements to consumers based on their proximity to physical locations.  

Proximity relies on geofencing technology and a map of all physical locations in the world to target ads.

The targeting radius is very small, says Rob Jonas, SVP of revenue. How small is small? A media buyer can set up the immediate proximity around a chain of local convenience stores, so every time consumers pass the boundary of the geofence they get served an advertisement on their mobile phones.

Consumers must opt in. Where someone is located, what they've done and where they have been determines what ad the platform will serve. The location and radius are determined by the buyer, with one caveat: Schools and nearby locations are off limits. Factual doesn't allow marketer to target advertisements to anyone around schools.

It took several months of code development and co-locating servers to integrate the two platforms, says Michael Weaver, senior director of mobile advertising at MediaMath. The integration is different in that MediaMath buyers can access an app in TerminalOne to work within the Factual interface. Media buyers will have an option to setup their proximity campaigns directly in the platform. 

Cross-platform could become an option for the duo, but there are no plans to expand into addressable TV and other media from mobile, Weaver says.