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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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Rocket Fuel, the ad tech startup that actively learns from Big Data to shape campaigns

It goes with­out say­ing that most ad agency busi­ness devel­op­ment man­agers need to per­suade clients that the agency can real­ly dri­ve online adver­tis­ing sales. But in a world where Big Data has become tru­ly colos­sal, how do you back up those promis­es with con­vinc­ing data? Dig­i­tal ad tech­nol­o­gy start­up Rock­et Fuel may have the solu­tion. Big Data meets Arti­fi­cial Intel­li­gence  Launched in 2009, the com­pa­ny went pub­lic in Sep­tem­ber last year and now has offices in New York, Chica­go, San Fran­cis­co, Los Ange­les, Lon­don and Paris (it’s head­quar­tered in Red­wood, Cal­i­for­nia). At a moment when oth­er ad tech firms were see­ing under­whelm­ing IPOs (think YuMe and Tremor Media, for exam­ple), Rock­et Fuel’s shares dou­bled on the first day of trad­ing. Its mar­ket val­u­a­tion then was $1.6 bil­lion. And it’s attract­ed some big names in a crowd­ed and com­pet­i­tive mar­ket­place, includ­ing Amer­i­can express, Dell, Microsoft and Nike. The more inquir­ing busi­ness devel­op­ment man­ag­er will want to know what Rock­et Fuel has got that its numer­ous rivals lack. Everyone’s into Big Data these days, after all. Accord­ing to its co-founder and VP of Engi­neer­ing Abhi­nav Gup­ta, not only can the firm’s soft­ware ana­lyze mind-bog­gling­­ly vast amounts of data in an instant, it…

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New York social TV startup Viggle expands its reach

Most sea­soned social media man­agers will appre­ci­ate that when a social start­up begins to make major acqui­si­tions, it’s prob­a­bly going places. The New York-based social TV start­up Vig­gle, which offers a loy­al­ty pro­gram for TV view­ers when they check in to the shows they’re watch­ing or the music they’re lis­ten­ing to, has just done pre­cise­ly that. It’s recent­ly acquired Dijit Media, a San Fran­­cis­­co-head­­quar­tered com­pa­ny respon­si­ble for the per­son­al­ized TV and web pro­gram­ming guide “NextGuide.” The whole Dijit team will be join­ing Vig­gle in the Big Apple. NextGuide meets Vig­gle Reminder The more inquir­ing social media man­ag­er will doubt­less be spec­u­lat­ing about what’ll be in the new bag formed by the blend of the two firms. Well, it’s all in the wid­get. The embed­d­a­ble Vig­gle reminder wid­get appears as an onscreen but­ton allow­ing users to sign up for reminders which prompt them when a show they want to fol­low is about to be aired. The inten­tion now is to inte­grate the reminder but­ton with Vijit’s guide, so that Vig­gle reward points can be offered in NextGuide. Com­ment­ing on the acqui­si­tion, Vijit’s CEO Jere­my Toe­man said: “We have had incred­i­ble growth and suc­cess since our launch and we’re excit­ed to join…

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Endtoend content marketing agency NewsCred aims to become market leader

As any job­bing art direc­tor or account man­ag­er can tell you, more and more online adver­tis­ing agen­cies are embrac­ing high qual­i­ty con­tent mar­ket­ing. And if you’re an art direc­tor seek­ing to cre­ate that killer con­tent for your clients, you might do well to take a look at News­Cred, the New York start­up whose sophis­ti­cat­ed con­tent mar­ket­ing plat­form brings world-class con­tent into live play with cut­ting edge soft­ware. Investor con­fi­dence  Found­ed in 2007 by Shafqat Islam (now its CEO), Iraj Islam and Asif Rah­man, it’s just raised its biggest invest­ment to date in a $25 mil­lion Series C round led by Inter­West Part­ners. Exist­ing investors First­Mark Cap­i­tal, May­field Fund and IA Ven­tures also par­tic­i­pat­ed. Hav­ing raised $15 mil­lion last year in Series B, the company’s invest­ment total now stands at $45 mil­lion. Most can­ny account man­agers would agree that this firm has got what it takes to sus­tain ven­ture capitalist’s con­fi­dence. It’s also gar­nered a glit­ter­ing list of big name clients such as Proc­ter & Gam­ble, Bank of Amer­i­ca, Time, Inc., Blue Cross Shield, Sprint, AIG, The Hearst Cor­po­ra­tion, Xerox and Visa. With a list like that, most account man­agers would need to pinch them­selves to check if they were dream­ing.…

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New York’s Carnival morphs from app developer to smart marketing platform

Brands and mobile adver­tis­ing agen­cies have a new ally in the form of Car­ni­val, the one-time mobile devel­op­ment agency which mor­phed at the close of 2013 into a nifty new mobile mar­ket­ing plat­form. An untapped oppor­tu­ni­ty Ahead of its switch of empha­sis, it suc­cess­ful­ly raised $2.4 mil­lion in seed fund­ing last year to smooth the tran­si­tion. Head­quar­tered in New York and with an addi­tion­al office in New Zealand, Car­ni­val began life in 2008 as a mobile app devel­op­er, which is hard­ly sur­pris­ing giv­en that its co-founders Guy Hor­rocks and Toby Cox had been lit­er­al­ly steeped in mobile long before the mobile explo­sion. They were devel­op­ing apps for the iPhone before there was an iTunes App Store. But any­one with expe­ri­ence of media jobs in mobile adver­tis­ing agen­cies will be aware that, in the wake of the bur­geon­ing uptake of mobile devices, most brands have brought app devel­op­ment in-house, which set Hor­rocks and Cox onto think­ing about what else Car­ni­val could offer this flour­ish­ing cor­ner of Adland. And all that expe­ri­ence of app devel­op­ment for big brands led them to what they believe is an untapped oppor­tu­ni­ty in the mobile adver­tis­ing world. Yes, brands are devel­op­ing their own apps, but do…

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