Gimbal Acquisition Provides Stronger Audience Targeting and Attribution Capabilities
NEW YORK, NY — The Mobile Majority, a data monetization and mobile media provider has acquired Gimbal, a leading enterprise-grade mobile engagement and location intelligence platform used by some of the world’s largest brands, retailers, advertisers, venues, and out-of-home (OOH) networks.
According to The Mobile Majority, adding Gimbal’s location services data and infrastructure will provide their clients and partners with improved contextual mobile advertising, stronger audience targeting capabilities, better measurement and offline-to-online attribution.
“The acquisition of Gimbal is a massive step toward realizing the promise of relevant advertising” said Rob Emrich, CEO and founder of The Mobile Majority. “By combining Gimbal’s location software, hardware, and data with our media buying platform, we can further realize the potential of true 1-to-1 targeting and attribution. There are hundreds of companies in this space, but there are only a handful that control a critical mass of source data. This acquisition likely puts our company as the largest non-public source location data owner in the space.”
Gimbal was incubated inside Qualcomm Incorporated starting in April 2010 and began developing two new emerging mobile businesses and products: a geofencing and contextual awareness platform and a secure BLE beacon solution. In June 2012, the enterprise-grade SDK was released, and Gimbal was established as a private company in mid-2014.
“Joining forces with The Mobile Majority will enable our customers and partners to access not just Gimbal’s engagement platform but a full-stack location advertising and data intelligence solution that offers new monetization opportunities,” said Chas Wurster, CTO of Gimbal. “We are excited to join the fastest growing technology company in Los Angeles and proud to continue representing Southern California’s growing tech base.”
News of the acquisition follows The Mobile Majority’s acceptance of the Fastest Growing Tech Company award from the Los Angeles Business Journal only a month prior. Additionally, the acquisition of Gimbal provides the combined company with new and advanced ways to monitor data in a market where the variety and richness of data are at a premium. Specifically, Gimbal’s pre-existing relationships with many premium app publishers via SDK offer signals of intent that aren’t diluted or anonymized but in fact drawn directly from the source.
“By combining resources with Gimbal, The Mobile Majority’s audience data allows partners to create custom audience networks and reach extension solutions beyond the scale and accuracy of the walled gardens – driven by incredibly sophisticated location infrastructure, data-driven behavioral insights, and deterministic identity matching,” added Don Norton, GM of Channel Partnerships.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media