IQ Data Launches IQ Audiences Geo-Location Data Audience Segments, a Regional First

Dubai-based data solutions company IQ data has launched IQ Audiences, a product developed to improve MENA audience data availability for digital advertisers. Using more precise geo-behavioural segmentation, IQ Audiences leverages Mobile AdIDs as opposed to cookies to support advertisers to create highly targeted campaigns and increase ROI in their advertising investment.  

Commenting on IQ Audiences, Dimitri Metaxas, CEO of IQ data said, ‘’IQ Audiences leverages large volumes of mobile device movements tracked across points of Interest (POIs) in order to help advertisers programmatically target based on physical world behaviors.  In a first for our region, geo-behavioral segmentation represents a whole new frontier for data-driven marketing strategies and our segments are now available to both regional and global advertisers.”

Multiple geo-location attributes combined with powerful processing enables opportunities for granular audience segmentation like never before. IQ data now has more than 36 Segments available across 10 MENA countries totaling an overall audience volume in excess of 130m unique users. The segments are currently available on leading marketplaces such as Narratiive, Adform, Google DV360 and AppNexus. “This marks a big milestone in our journey,” says Metaxas, “as we continue to bridge the physical and digital worlds through our bespoke data solutions.”

IQ Audiences will also be integrated into IQ GeoPlace Data Management Platform (DMP) which provides marketers with a comprehensive understanding of the complex relationships between people and places. The technology provides geographical context to business and consumer data,  leading to an enhanced single-view of aggregate datasets and simplifying the process of understanding, analyzing, and action-taking using location data at scale. This, combined with IQ Audiences, means that companies can truly understand their customer base, build better products and make better business decisions by using powerful insights data.