4INFO explained

4INFO Inc.
Type:Subsidiary
Industry:Targeted advertising
Big data
Founded: in Palo Alto, California, United States
Founder:Pankaj Shah, Zaw Thet
Hq Location:San Jose, California
Area Served:United States, Latin America and Mexico
Key People:Tim Jenkins (CEO)
Revenue: US$28,000,000
Revenue Year:2014
Profit Year:-->
Num Employees:45
Parent:Nielsen Holdings
Footnotes:[1] [2] [3] [4]

4INFO Inc. is an American targeted advertising corporation.[5] The company was owned by Nielsen Holdings. It was acquired by Cadent in 2020.[6]

History

4Info was founded in 2004 by Pankaj Shah and Zaw Thet.[2] It originally focused on text-based SMS advertising, SMS publishing and mobile search.[7] [8]

In 2008, the company was estimated to be the largest provider of business-to-consumer SMS content in North America by Nielsen Holdings,[9] claiming to send 80 million text messages a month in early 2009[10] and 200 million text messages a month in early 2010.[11] Nielsen rated 4Info the fourth largest SMS U.S. Network.[12] In 2010, the company was the largest provider of free text message alerts and information in the United States.,[13] [14] and the largest American SMS Network.[1] [15] [16]

The company began providing mobile display advertising in 2010, based on connecting American households to IP addresses.[17] In 2010, 4Info acquired Butter, a company which created ad campaigns for the iPhone and Android platform.[18]

The company is headquartered in San Jose, California with other offices in the United States. As of 2015, it employed 45 people.[19] In 2015, the company was included on the Inc. 5000 list of America's fastest-growing private companies. In May 2015, MBlox, an independent SMS provider, acquired 4Info's SMS business line.[20]

In March 2016, 4Info and Crossix formed a strategic alliance for targeted advertising of pharmaceutical products in the United States.[21]

Software and services

The company purchases anonymous data from internet service providers, mobile network operators, and other information aggregate sources, then uses marketing mix modeling to send targeted advertisements from their clients.[22] The company then cross references with CPG data to look at actual purchases made by those who viewed ads.[23] [24]

In 2014, the company added multiscreen functionality that identifies PC and laptop activity, enabling cross-device targeted advertising, retargeting and multichannel retailing.[25] [26] The company also offered geotargeting and geofencing.[27] In August 2014, the company was awarded a patent for "Systems and methods for statistically associating mobile devices to households"[28] claiming they can link 95% of mobile users to their IP address and other devices.[29]

The company has provided advertising data to companies such as AOL, Acxiom,[30] Catalist, Datalogix,[31] and Experian.[32]

Notes and References

  1. Web site: 4Info and WAU Movil Partner to Offer Mobile Marketing Solutions to Latin America. https://web.archive.org/web/20140714212609/http://technews.tmcnet.com/news/2010/09/29/5035088.htm. dead. July 14, 2014. Close-Up Media. September 29, 2010.
  2. Web site: Cook. Dena. Zaw Thet Steps Down As 4INFO CEO. MediaPost. November 14, 2011.
  3. Web site: Rowley. Liz. Inc. Mag's Revenue Survey: Ad Tech And Marketing Firms Make The Cut. 18 August 2015. Ad Exchanger. August 18, 2015.
  4. Web site: Acxiom Expands to Mexico Enabling Better Engagement and Reach. Martech Advisor. July 24, 2017.
  5. Web site: Sass. Erik. 4Info Bows New Mobile Targeting For Direct Mail, Online. Online Media Daily. April 1, 2013.
  6. Web site: Cadent Acquires 4INFO, Expands Cross-Screen TV Capabilities for National Advertisers. 2 January 2020. PR Newswire. July 18, 2024.
  7. Web site: Ray. Ramon. Time to 'Mobilize' Your Site?. 30 September 2007. Entrepreneur. September 30, 2007.
  8. Web site: Ewan. 4INFO's stonkingly good deal with USA Today. 16 October 2007. Mobile Industry Review. October 16, 2007.
  9. Web site: Khan. Mickey Alam. GE, VCs invest $20M in SMS ad firm 4Info. Mobile Marketer. January 22, 2009.
  10. News: Steel. Emily. 4INFO Gets $20 Million. Digits . 22 January 2009. WSJ. January 22, 2009.
  11. Web site: Arrington. Michael. 4INFO Adds New Execs To Fuel 100% Growth/Quarter. TechCrunch. May 3, 2010.
  12. Web site: Stewart. Jon. Global Mobile - Strategies for Growth. Nielsen. October 6, 2009.
  13. Web site: Moon. Bernard. Lunsford Group Wireless Industry Snapshot 2010 Page 38. 26 July 2010. SparkLabs Global Ventures. July 26, 2010.
  14. Web site: SMS and Viral Video Presentations for Non-Profits. 8 August 2011. Single Tree Media. Jan 1, 2015.
  15. Web site: Stutz. Randy. Analysis of the FTC's Decision Not to Block Google's Acquisition of AdMob Page 9. The American Antitrust Institute. June 7, 2010. https://web.archive.org/web/20140720113045/http://www.antitrustinstitute.org/sites/default/files/google-admob%20white%20paper_060720101348.pdf. July 20, 2014. dead. mdy-all.
  16. Web site: DMN University Digital Solutions Training Online Tutorial Page 31. DMN University. July 1, 2010. dead. https://web.archive.org/web/20140714195917/http://www.dmnuniversity.com/DST/downloads/Mobile-All_9-1.pdf. July 14, 2014.
  17. Web site: 4info says its mobile ad business is exploding. Krzykowski. Matthaus. 19 January 2011. Venture Beat. January 19, 2011.
  18. Web site: Rusli . Evelyn . 4INFO CEO: Expect More Acquisitions, Revenues Will Quintuple [Video] ]. June 22, 2010 . TechCrunch.
  19. Web site: Inc. 5000 2015: 4INFO. Inc.. August 12, 2015.
  20. Web site: Murphy . David . Mblox Buys 4INFO's SMS Business . May 27, 2015 . Mobile Marketing.
  21. Web site: March 3, 2016 . Data Partners to Tie Mobile Ads to Drug Refills, Doc Visits . July 4, 2016 . Adage.
  22. Web site: Goldman . Sharon . Shopper Marketing: Filling the Cart with Big Data . dead . https://web.archive.org/web/20170610092043/http://www.themarsagency.com/shopper-marketing-filling-the-cart-with-big-data/ . June 10, 2017 . June 19, 2014 . The Mars Agency.
  23. Web site: Smith . Steve . Yes Virginia, Mobile Banner Ads Really Can Drive Bricks and Mortar Sales . May 7, 2015 . MediaPost.
  24. Web site: Kaplan . David . 11 May 2015 . For 4Info, 'Measuring What Matters' Means Sales Lift, Not Just In-Store Traffic . dead . https://web.archive.org/web/20200918092119/https://geomarketing.com/for-4info-measuring-what-matters-means-sales-lift-not-just-in-store-traffic . 18 September 2020 . May 11, 2015 . GeoMarketing.
  25. Web site: Madsen. Greg. Ka-Ching! 4INFO Links Mobile Ads to Cash Register Success. Mobile Advertising Watch. July 29, 2014. July 11, 2018. https://web.archive.org/web/20180711042804/https://mobileadvertisingwatch.com/ka-ching-4info-links-mobile-ads-cash-register-success-10346. dead.
  26. Web site: 4INFO Launches AdHaven Bullseye MultiScreen (Video Interview). Minsker. Maria. CRM Magazine. April 2, 2014.
  27. Web site: For CPG, Mobile Promotions Push Targets to Store. eMarketer. June 10, 2015 .
  28. Web site: Sterling . Greg . 4INFO Gains Patent For Matching Smartphones to Household Location . September 8, 2014 . Screenwerk.
  29. Web site: Wasserman. Todd. Why cross-device tracking is the latest obsession for marketers. Campaign. August 27, 2015.
  30. Web site: Smith. Steve. Acxiom Partners With 4Info For Mobile Retargeting And Attribution At Household Level. MediaPost. August 13, 2013.
  31. Web site: Constine. Josh. Datalogix Raises $25M to Pump Juicy Offline Purchase Data into Google and Facebook. 25 April 2013 . 28 January 2014.
  32. Web site: Schiff. Allison. Experian 'Turns Up The Volume' On Its Cross-Channel Capabilities With New Partners. Ad Exchanger. July 30, 2015 .

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