US: Reaching audiences with messages that resonate and understanding how campaigns influence consumer behavior are key problems in advertising. All too often, advertisers lack the ability to precisely connect with their audiences, resulting in inefficient campaigns and wasted spending. To help solve these problems, HERE Technologies introduced HERE Advertising Data Services, a new industry-grade web service (API) that provides rich location contextual information for dynamic mobile signals to enable enhanced audience creation and more effective campaign attribution.
HERE Advertising Data Services empowers B2B companies – ranging from agencies and DSPs on the demand side, publishers and SSPs on the supply side, as well as data management platforms – to create more efficient, contextual and relevant advertising campaigns and advanced audience segmentations for their clients and partners. Companies can fine-tune audience segments based on real-world audience behavior (where people go and when) and better assess campaigns by examining audience footfall (if target groups visit a specific place as the result of a campaign). This is made possible through the API, which leverages two HERE geometry data layers: HERE Places and 2D Footprints.
HERE Places offers more than 120 million POIs in almost 200 countries for more than 400 categories. The Places layer of the API reveals the nearest POIs (such as cafés, restaurants, shopping malls and public transit information) by distance within a specified radius.
2D Footprints is a global polygonal dataset revealing the actual shape and size of buildings, improving accuracy of a dynamic signal in and around a POI. The 2D Footprints layer of the API enhances data science by better calculating if a mobile location signal is inside or outside a specific building.
Continual updates to the global coverage of POIs and 2D Footprints and deep customization capabilities for API output (for example, the number and category of POIs) allow for the creation of more exact audience segments. Over time, HERE will add more datasets to the API in a continuous effort to bring new layers of insights to benefit the industry and its consumers.
