This morning Placed announced that it had raised $10 million in a series B round led by Two Sigma Ventures. The company says that it now works with “over half of the top 25 mobile ad networks and publishers in the US, and a significant portion of the Advertising Age 100.”
Placed also says that it “directly measures 175 million consumer locations, providing the clearest integrated view of digital behavior, physical location, and the impact of media.” Companies like Placed are the expression of the coming together of online and offline.
New ad network and publisher partners announced by Placed include Pandora, The Weather Channel, Rocket Fuel, InMobi, Undertone, and AdTheorent. These join existing attribution/network partners PayPal, Verve, Millennial, xAd, Thinknear and others.
Placed is part of an emerging category of “location analytics” providers that measure the impact of digital and mobile marketing on offline purchase behavior. This is one of the key themes of the Place Conference.
Very soon it will not be possible to run a campaign without some offline attribution capability.