Infillion Acquires Foursquare to Enhance Real-World Advertising Impact

Infillion, a leading independent platform in digital advertising, has announced its acquisition of Foursquare, the global leader in location intelligence. The deal, which will bring Foursquare's real-world visitation data into Infillion's platform, aims to create a comprehensive solution for advertisers to measure the effectiveness of their campaigns in driving both store visits and real-world purchases.

Infillion, headquartered in New York City, has been working to connect advertising to real-world outcomes through its unique platform. With the addition of Foursquare, Infillion will now be the first independent platform to integrate purchase signals, visit signals, and execution engines, turning them into tangible results. According to Rob Emrich, Founder & Executive Chairman of Infillion, "Marketers have been trying to prove that their advertising drives real-world outcomes for decades. Foursquare is one of the few places with the scaled data to measure what happens in the physical world. Combined with Catalina purchase intelligence, Infillion is now one of the few platforms to accurately connect advertising to outcomes at national scale."

Foursquare's extensive network spans over 100 million points of interest across 200 countries, with 16 billion human-verified check-ins. The platform also boasts aggregated coverage of 250 million U.S. devices, making it a powerful tool for location-based marketing. Foursquare's technology helps marketers understand visitation patterns, reach consumers based on the types of places they visit, and measure whether advertising drove incremental store visits. By combining this data with Catalina's purchase intelligence and Infillion's media technology, advertisers will benefit from a single foundation for reaching the right audiences and measuring the real-world impact of their advertising efforts.

Several members of Foursquare's leadership team will join Infillion after the transaction closes, expanding their Data Business Unit and bringing deep expertise in location intelligence, geospatial technology, and the products and partnerships that have made Foursquare an industry leader.

Infillion's platform is designed to reduce complexity, waste, and opacity in digital media. By unifying category-defining technologies including MediaMath, TrueX, Gimbal, Drawbridge, and Catalina, Infillion connects demand, supply, data, and creative in a single platform with the transparency of the open web and the scale of walled gardens. The acquisition of Foursquare will further enhance Infillion's capabilities, allowing it to provide managed service, self-service, and automated execution for media buyers, sellers, agencies, retailers, and enterprise clients.

With this acquisition, Infillion is taking a significant step towards its goal of creating a fully composable advertising platform that can deliver infinite outcomes from attention to action. The integration of Foursquare's data will enable Infillion to offer advertisers a more comprehensive and accurate way to measure the effectiveness of their campaigns, ultimately driving better results and more informed marketing strategies.