UberMedia buys Cintric for ‘always-on’ location data

July 11, 2017 – L.A. Biz – When UberMedia sought to boost the location intelligence of its mobile ad business, the Pasadena, California company had to look no further than its own neighborhood.

UberMedia has acquired Cintric, another Pasadena company whose lightweight mobile software developer kit accurately measures the location signals of millions of users to provide behavior patterns, affinity grouping and location intelligence of app users.

Terms of the deal were not disclosed.

Cintric’s “always-on” location data offers a reliable and precise method of understanding where consumers go (and presumably spend their money) in the real world through an app network that includes weather, travel and other types of location-based apps.

Through the addition of this data pool, UberMedia aims to help marketers, advertisers and media planners in the retail, auto, travel and quick-service restaurant sectors to leverage location intelligence tools to deepen their business insights with a more compete picture of consumer behavior patterns.

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