Two location-based marketing firms are combining to help marketers navigate the growing scrutiny over consumer tracking
Todd Dipaola, CEO and founder of InMarket, argued that InMarket's focus on apps makes it better positioned to survive scrutiny than other firms, though. Unlike websites, apps require consumers to opt-in to share their data in the form of downloading an app or agreeing to privacy policies before they can access the app, or choosing to allow for an app to use location data.
The coronavirus has also thrown a wrench into location-based marketing as advertisers pull spending and people spend time at home. NinthDecimal CEO Michael Fordyce said that the deal with InMarket was in place before the coronavirus. InMarket saw a boom in business during the pandemic with people stocking up on items at grocery stores and buying groceries online. "There might be fewer trips to the store, but people are buying way more than they ever were before," said InMarket's Dipaola. Dipaola said that InMarket and NinthDecimal's products do not overlap and that only 2% of combined revenues come from the same clients. In addition to NinthDecimal, InMarket acquired location tech firm ThinkNear last year. Most NinthDecimal's employees including leadership will join InMarket, said Fordyce. "The space is a wide one and that was what we saw as a huge opportunity," said InMarket's Dipaola. "We're not competing in the same space for the same business."LoadingBy clicking ‘Sign up’, you agree to receive marketing emails from Business Insider as well as other partner offers and accept our
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