Placed measures the offline impact of mobile advertising, providing location-driven insights, targeting and attribution services that quantify in-store visits driven by mobile ads. Its products are powered by a large opt‑in consumer location panel (measuring nearly a quarter of a million devices daily and billions of location events). Placed says its Attribution product provides an unbiased, independent currency to measure store lift across major mobile publishers and networks. The company aims to standardize mobile attribution and expand adoption through strategic partners and agency relationships. Placed is backed by Madrona Venture Group and Two Sigma Ventures and has entered a strategic partnership and investment with Interpublic Group (IPG); terms of the deal were not disclosed. Placed operates an opt-in mobile surveying app that runs in the background to track users' locations and send survey invites to confirm visits, rewarding participants with points redeemable for gift cards or sweepstakes. The company’s panel reaches over 175,000 people and it measures 175 million locations daily, providing advertisers insight into how mobile ads translate into real-world visits. Placed sells location intelligence to brands and publishers and counts customers such as Pandora, PayPal, The Weather Channel, Rocket Fuel, and InMobi among others. Founded in 2011 and based in Seattle, the company has been developing a ratings service for real-world locations and claims coverage across many top mobile ad networks and publishers. The new funding will support opening a New York office, expanding product capabilities, and accelerating hiring across sales, operations, engineering, and data sciences. Placed (formerly Sewichi) builds location analytics tools for mobile apps and today launched Placed for Developers to let app makers track where users have been rather than what they do inside the app. The product is based on data Placed collected and processed over the prior 12 months, covering 851 million raw locations. Placed positions its service for use cases such as content personalization and serving more relevant ads for free apps. The company exited stealth with a Series A and is using the capital to commercialize its platform. CEO and founder David Shim brings experience from web analytics roles at Quantcast, Farecast, and aQuantive. The article highlights privacy sensitivities around location data and suggests third‑party management of user location as a potential market opportunity for Placed.

Total raised

$13M

Funding rounds

3

Latest round

Series B

Latest activity

Jun 2014