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This article was published on April 14, 2015


Foursquare’s new Pinpoint ad platform sells ads based on users’ location data

Foursquare’s new Pinpoint ad platform sells ads based on users’ location data
Napier Lopez
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Napier Lopez

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Napier Lopez is a writer based in New York City. He's interested in all things tech, science, and photography related, and likes to yo-yo in Napier Lopez is a writer based in New York City. He's interested in all things tech, science, and photography related, and likes to yo-yo in his free time. Follow him on Twitter.

Foursquare is today introducing a new advertising tool called Pinpoint, which takes advantage of the platform’s location expertise to target users based on where they go in the real world.

Foursquare says Pinpoint leverages Foursquare’s 7 billion check-ins and 55 million users to pull together its data. That includes information such as how recently  consumers visited a location, their affinity to particular chains, and aspects about their lifestyle.

Foursquare pinpoint

Foursquare says it’s already partnered with numerous brands, including Samsung, AT&T and FedEx, to provide some insights on consumers. It’s even prepared a nifty little video visualizing some of its data.

The platform can be used to advertise outside of Foursquare’s apps, and it’s cross-platform so it can work with a variety of devices.

Pinpoint is a sensible monetization strategy for Fourquare, which has oft been criticized for losing momentum in recent years – particularly since it span off its check-in functionality into the Swarm app.

Pinpoint would see the company making money from its biggest asset: the mountain of laction data it’s built up over the years.

Pinpoint via VentureBeat

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