Earlier today, we reported that Facebook now allows advertisers to target users based on things those users have done offline, including things like buying toothpaste or going to a movie.
We said this was a big step for Facebook.
Christina Feeney, who does marketing for mobile ad network JumpTap agrees that it is a big step…for Facebook.
It's just "not new in mobile."
She writes:
Mobile audience platform Jumptap was actually the first to bring offline data into mobile at scale: 2011, partnerships with Datalogix, Acxiom, Polk, and AdAdvisor (TARGUSinfo at the time) http://bit.ly/YO1RIY. Now has more than 20 data partners (including BlueKai, Datonics, AddThis, etc.) and can target on a deeper level by matching hashed mobile profile info (like email addresses/IPs) with offline and online data – more than 60M profiles and counting; all done in a privacy-friendly way.
Clearly the industry is moving toward a more user-centric model and Jumptap tends to be among the first to drive these efforts.