Gravy Partners with Mobilewalla to Launch TruReach Solution

Gravy, a location-based behavioral analytics provider, and Mobilewalla, provider of a mobile consumer intelligence platform, today launched Gravy TruReach, an ad targeting solution that builds audiences based on the local events and activities mobile users frequently attend.

The partnership combines Gravy's GOLD TruLife predictive segmentation with the Mobilewalla Targeting platform, containing up to 300 million device IDs generating 3 billion geo-location data signals daily.

Marketers will be able to reach Gravy audiences that are passionate enough to invest their personal time to frequently attend events and activities in their local communities. Gravy TruReach enables marketers to target these motivated consumers and drive foot traffic and conversions, attribute foot traffic to individual campaigns, and even target consumers that visit competitors.TruReach features high-intent audiences such as “Political Devotees” (based on frequent attendances to local political events), “College Intenders” (based on frequent attendances at colleges/fairs and prep classes) and “Moms to Be” (based on frequent attendances to parenting and birthing classes and relevant retailers), and hundreds of others.

"This partnership simply makes sense," said Jeff White, CEO of Gravy, in a statement. "Clients have been demanding a more powerful way to reach relevant consumers at scale, beyond legacy targeting attributes like demographics, past-purchases, or browsing behavior. This new Gravy/Mobilewalla relationship gives them that, and much more."

"In our business, we always have demand for innovative new solutions that work for our clients," commented Anindya Datta, CEO of Mobilewalla, in a statement. "We've already had interest from several clients and look forward to executing TruReach with Gravy immediately for many brands."

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