Late last year, Foursquare and its companion app Swarm relaunched with the intention of taking on Yelp.
It hasn’t been going so well. Downloads are nowhere near what they were in 2011 when Foursquare was the No. 2 social networking app and the No. 44 app overall. If people aren’t checking in anymore, where does Foursquare go from here?
Late last year, Foursquare and its companion app Swarm relaunched with the intention of taking on Yelp.
It hasn’t been going so well. Downloads are nowhere near what they were in 2011 when Foursquare was the No. 2 social networking app and the No. 44 app overall. If people aren’t checking in anymore, where does Foursquare go from here?
It would appear the answer to that is the exciting world of location ad targeting. The company is now launching the ad-targeting tool Pinpoint, which uses location data and location history to serve up ads to the right people at the right time.
If that sounds familiar, it’s because there are a ton of companies that are doing just that.
But Pinpoint differentiates itself with “six years of first-party location intelligence, creating a map of the world the way your mobile device sees it,” according to Pinpoint’s promotional material. “Our snap-to-place technology filters out inaccurate location data, so advertisers get only the precise places that their audience goes to in the real world.”
Despite the dip in usage, TechCrunch recently reported that Yahoo has been sniffing around and could acquire both Foursquare and its location-based check-in app Swarm for around $900 million.
Perhaps Pinpoint is the puzzle piece that puts Yahoo over the edge. Foursquare has definitely gleaned some insights in its existence that no other app could have.
Πηγή: PR Daily
