Placecast uses location information as the key to relevance for audience targeting. "Once we know the place a user is interested in, we can derive a lot of useful insights about what kind of consumer they are, and then serve them a very targeted ad," said Alistair Goodman, CEO of Placecast. In Trulia's case, the starting points are the real estate locations in which users express interest. Placecast's proprietary targeting algorithms correlate these with dozens of other demographic, psychographic and geographic data points.
One of the first advertisers to take advantage of this approach with Placecast and Trulia is car rental brand, Avis-Budget. “Approximately halfway through a three-month campaign, Avis has seen its ads on Trulia perform strongly relative to other publishers”, said Placecast CEO.