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PlaceIQ, the New York mobile ad startup taking location-based advertising to new heights

New York’s loca­­tion-based mobile adver­tis­ing start­up Pla­ceIQ can’t seem to throw a stone with­out hit­ting an investor or three; even though it wasn’t seek­ing to raise new cap­i­tal, it’s just announced a thump­ing $15 mil­lion Series C cash injec­tion, cour­tesy of a round led by Har­mo­ny Part­ners. New investor Iris Cap­i­tal also par­tic­i­pat­ed, along with exist­ing investors. From geofenc­ing to loca­­tion-based behav­ior Those who’ve held media jobs in mobile adver­tis­ing agen­cies for any length of time will be aware that, just a few years ago, geofenc­ing was the new kid on the block that every­one was scram­bling to ape. OK, it was clever – smart­phone users walk­ing past a store could be deliv­ered an ad for that store. But Pla­ceIQ has played a big part in extend­ing loca­­tion-based mar­ket­ing to encom­pass what its CEO, Dun­can McCall, calls “a pro­pri­etary under­stand­ing of the world.” It har­ness­es anonymized loca­tion data to build up a much broad­er pic­ture of smart­­phone-user behav­ior, allow­ing adver­tis­ers and agen­cies to not only tar­get ads but track their suc­cess. The platform’s track­ing and attri­bu­tion capa­bil­i­ties are going down a storm amongst mobile adver­tis­ing agen­cies and brand adver­tis­ers — and investors clear­ly like what they see. If a trav­el…

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