Infillion × Foursquare
Ad tech company Infillion announced its acquisition of location intelligence platform Foursquare to connect advertising with real-world outcomes like store visits. [59, 62] The deal brings Foursquare's extensive location and visitation data into the Infillion platform, which already includes purchase intelligence from its earlier acquisition of Catalina. [62] Financial terms of the transaction were not disclosed, but Foursquare will continue to operate as an independent brand within Infillion. [61, 65]
The asset
The acquisition of Foursquare's location intelligence platform, including its real-world visitation data, 100 million points of interest, and 16 billion human-verified check-ins. [59, 62]
- 100M points of interest
- 16B human-verified check-ins
- 250M covered U.S. devices
The record
- Seller status
- Going concern
- Sector
- location intelligence
- Modalities
- geospatial data, location data, points of interest
- Jurisdiction
- US
- Personal data
- The press release mentions giving advertisers a 'privacy-safe' way to measure store visits. [59]
What it means if you hold data
This acquisition combines a media execution platform with both location data (Foursquare) and purchase data (Catalina), creating a powerful independent alternative to walled gardens for measuring ad effectiveness. [59] It signals a strategic move to own the data assets necessary for closed-loop attribution of advertising to physical world actions. [62]