1. Case Study | July 2013
Goals
• Deliver the demographic information
that marketers need for brand
campaigns
• Increase the number of eligible
buyers for ad space
• Facilitate better-targeted, higher
quality advertising campaigns for
mobile apps
Solution
• Process billions of data points each
week from 500M monthly unique
devices from the MoPub exchange
through the Factual system
• Integrate Factual’s demographic and
behavioral segments into exchange
bid request for all opted-in bidders
Results
• Identified 7.5B usable data points
over a two week period and created
profiles for 25M users
• Categorized users into 20+
behavioral segments, including
income and other demographics
MoPub’s partnership with Factual enhances the value of
publisher ad inventory with mobile-specific location-
based intelligence.
Challenges
Brand advertisers are excited about mobile - but there’s a problem.
Traditional media, including desktop, has reliable demographic
information that can be used to target ad campaigns to the right
audience. Mobile doesn’t have this, due to a combination of
technical limitations and relative immaturity of the space. We all
know that consumers - especially the desirable ones - are
increasingly spending their time using their smart phones and
tablets. Without demographic and behavior information, how does a
marketer reach the segments they care about in this important
medium?
The answer so far has been that they have not been able to - this is
a large reason why the amount of media spend on mobile is just a
fraction (10%) of the time spent there.
Solution
Most people’s concept of location-based advertising is the
canonical use case: target a user with a Starbucks coupon when
she is near the store. This hasn’t really caught on, because the
chances of catching a user in that exact situation with an active ad
campaign are very low. We believe the more interesting application
of location in mobile is to examine historic trends and repeat
behaviors to better understand the user based on the places that
she visits. If we identify her as a coffee aficionado, then marketers
can send her promotions anytime.
MoPub’s partnership with Factual allows us to achieve exactly this.
Factual’s Geopulse Audience Solution works by associating lat/long
points to real world locations and then observing the locations that a
user visits over a long period of time. They have spent many years
collecting and aggregating sources of local information and
organizing it to make it useful. For example, based on their business
location database, they know that the point 40.73495,-73.9885 is
close to a Best Buy. If they see the same user close to Best Buy
multiple times, Factual starts to learn that the user is an Electronics
Los Angeles, California
• Founded in 2007
• Location platform that enables
development of personalized,
contextually relevant mobile experiences
• Global data covering over 65 million
places along with tools for mobile
personalization and location data
management
Factual

2. Case Study | July 2013
Buyer. Similarly, frequent identification from hospitals might indicate
that the person is a healthcare worker.
Based on the locations that a user visits, the platform can deduce
other information like the zip code where they live and as a result,
their household income and likely demographics. These profiles are
made even richer as more data points are added to each user
profile. Our exchange sees close to 500M unique devices and
processes billions of ads a day - these data points add up to create
rich data profiles that can be used for more accurately targeted
advertising.
MoPub publishers can benefit because the profiles take advantage
of all the information flowing through MoPub’s exchange platform.
Advertisers will be able to target advertising using the behavioral
and demographic profile information to users on any app on the
platform.
Results
During our two week pilot integration, Factual was able to identify
7.5B unique data events and categorize over 25M users from nearly
1,000 metro areas into categories like Electronics Buyers,
Moviegoers and Healthcare Workers. They were able to estimate
household income, identify likely home and work metro area, and
others.
These data segments allow MoPub to increase the value of ad
supply that is traded on our exchange. Buyers can sell new
targeting capabilities to their customers and deliver more
performance. Publishers automatically increase the value of their ad
inventory with rich data sets, and quickly improve quality and
targeting of the advertising they display to their users - with zero
additional work!
MoPub is the world’s leading ad server for smartphone application publishers, designed to
drive more ad revenue through a single solution. We offer the first comprehensive
monetization platform for mobile app publishers that combines real-time bidding, ad serving,
cross-promotional capabilities and ad network mediation into one, easy-to-use platform. As a
pioneer in real-time bidding for mobile, we built the first transparent market that enables
advertisers and other demand side buyers to access billions of ad impressions with hyper-
targeted data from app publishers. On MoPub Marketplace, publishers get complete control
over their inventory and transparency into their ad revenue.
© 2013 MoPub Inc.
501 Folsom St. 4th Floor, San Francisco, CA 94105
71 Gansevoort St. Suite 3A, New York, NY 10014
Factual
MoPub clearly
understands the power
of location as a
framework for
understanding how
people engage with the
world around them. The
contextual data created
by Geopulse Audience
will help their advertisers
surface more timely and
relevant content to
mobile users, benefiting
both the advertisers and
the applications on their
platform.
- Tyler Bell, Director of
Product, Factual
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