Exclusive: Mort Greenberg On What Distinguishes NAVTEQ Media as a Premium Mobile Ad Network

“NAVTEQ Media Solutions’ core differentiator is our LPA, LocationPoint Advertising product. LPA is an in-app experience where we extract the longitude and latitude from a user’s phone, with permission, when the app is in use, and match this to our POI, Point of Interest database with 150 million locations. We then cross reference our ad request against the geo-fences that advertisers require, allowing us to deliver the most relevant location ad.  Through LPA, we serve an in-application ad unit which is a much richer experience than most in the industry, and far richer than typical mobile display advertising.  In-app ad serving allows the end-user to experience several post-click engagement opportunities.  It is easier for them to take part in an offer, ad and be routed to a specific location.  The additional layer of post-click engagement also means that we can offer advertisers more robust metrics and go beyond just CTR.”

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