Foursquare merges with Factual

April 7, 2020

Foursquare merges with Factual

Foursquare, the 10 -year-old location platform based in New York City, has today announced its plan to merge with Factual.

The terms of the lot “re not” disclosed. The merged company will keep the Foursquare moniker, and Foursquare CEO David Shim will remain at the helm, with Factual’s benefactor and now-former CEO Gil Elbaz joining Foursquare co-founder Dennis Crowley as a member of the board and executive team.

Shim confirmed to TechCrunch that this merger was in the works before the coronavirus turned the world upside down.

A company spokesperson acknowledged that there are redundancies in the two teams — so there will be layoffs, although they declined to get specific about how many employees or which squads will be affected.

Foursquare is not the same company it was when it launched at SXSW in 2009. The location-based social network, which give beings check in to locales to share with their friends and pay badges, has evolved over time into an advertising and sell scaffold focused on location as a differentiator.

In 2014, Foursquare split its main app into two separate apps, the Foursquare City Guide and Swarm. Swarm let users check in to sites and make mayorships and other stickers, with a focus on social utility that was eventually de-emphasized in favor of life entering. Foursquare City Guide, on the other hand, used past check-in data and data from Swarm to supremacy a Yelp competitor, holding users a room to find great restaurants and know-hows in their area.

Since that separate, Foursquare has built out a back-end platform for symbols and publishers to leverage its data, including an API and SDK for makes to volunteer location-contextual knowledge to their end users. For example, Uber started using Foursquare’s tools to allow users to type in the name of the restaurant or store where they wanted to be are caught up, rather than having to hunt down the physical address.

The Pilgrim technology, according to Foursquare, is more accurate than your norm orientation tech because of its 10 years of check-in data. The tech understands the distinctions between a fifth-story location and a ground-floor location. It knows the difference between the coffee shop and the bar next door in a densely jam-pack municipal like New York.

Because of this, Foursquare is able to give labels the ability to serve these hyper-contextual knows in the right place at the best time. And it’s been relatively successful doing so.

Foursquare reported more than $ 100 million in receipt last year.

Factual, for my own part, likewise launched in 2009 as a repository for open data, but over hour it has become increasingly focused on using its locating data to improve advertising. The company offered labels the ability to track the success of their market expeditions, appraising whether a campaign actually came parties to visit stores physically — so you can see why it might be a good is consistent with Foursquare.

Factual’s Elbaz argued that there’s not only a huge opportunity in the locating data gap, but too a need to combat the threat posed by the digital ad ” duopoly” of Google and Facebook. This is a sentiment that has been echoed by Foursquare, which says that a vertically integrated, alone location-focused busines is better for data privacy than ad-first companies like Facebook and Google.

” Both companionships have all along been maintained that there is a need for independent, neutral locating data, available outside of the walled plots, and we expect near-term that the walled garden-varieties will capitulate and seek out an independent spouse ,” said David Shim.” Foursquare is primary to be that provider .”

Collectively, our biggest strong lies in trust ,” supplemented Gil Elbaz.” Marketers need an independent and neutral party they can trust, for estimation, for connection, and for true-blue invention. This treat represents 30+ years of compounded know-how where we have been sought out as the independent, passing beginning for locale .”

Prior to the merger, Factual parent a total of $104 million, quite recently in a $42 million round with participation from Upfront Ventures and Felicis Ventures.

The mixed entity will represent some of the largest location information and data in the world, spanning more than 500 million machines, a committee of 25 million opted-in, always-on customers and more than 14 billion user-confirmed check-ins. The company will also have data on more than 105 million extents of interest across 190 countries and 50 territories.

That said, combining obliges might be more than really a good theme — it might be a necessity. A recent IAB survey found that 74% of media planners and firebrands are expecting the COVID-1 9 pandemic and developing economic downturn will have an even bigger impact on ad spend than the 2008 receding. Add to that the fact that most people are( or ought to be) abiding dwelling and it’s looking like a challenging time for any location-based ad company.

” Generally speaking, there’s no denying that the part marketing/ commerce industry at large has made a hitting from COVID-1 9 ,” said David Shim.” We started watching some impact in late-March. At the same time, it’s opened up brand-new exchanges from those who are looking to us be used to help understand the impact COVID on their business, and labels are already working with us developed for the’ Great Reset’ in offline purchaser behavior .”

He added that there will be pent-up consumerism, making this” an historical opportunity to grab and defend the shares .”

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