2GIS has partnered with MediaDesk Group to integrate its analytical data into the Radar adtech platform. The collaboration focuses on providing socio-demographic insights, including age, gender, and income levels, to improve outdoor advertising planning.
The data is generated using mathematical models that combine 2GIS information on urban infrastructure with official socio-demographic statistics. These insights allow advertisers to analyze specific districts and streets to better target their campaigns.
The Radar platform aggregates data from mobile operators and geolocation services. By adding 2GIS data as an additional layer, the platform aims to create a more comprehensive audience profile for more precise outdoor ad placement.
2GIS serves approximately 85 million active monthly users across more than 1400 cities. The company plans to leverage this reach to enhance the accuracy of location-based marketing strategies for businesses.
Additionally, 2GIS will become an advertising channel on the AdSpend DSP platform. This integration enables companies to manage digital ad formats on maps and coordinate cross-channel communication from urban displays to online interactions.
