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February 28, 2013

xAd Partners with Waze

By Rahul Arora, TMCnet Contributor

xAd, a company that delivers targeted mobile ads based on accurate user location and search context, recently announced that it has integrated its patent-pending mobile ad targeting technologies into a location-guided advertising platform from Waze, a social driving app and top three map and navigation app in the iTunes store. As the result of integration, the users will be able to discover and select businesses that are nearby and along the consumer’s designated navigation path.

Waze is a free traffic and navigation app, home to the world's largest community of drivers who work together to fight traffic, and save time and gas money on their daily commute. By simply driving with Waze open, drivers passively contribute traffic info that benefits their local driving community. On the other hand, xAd aggregates and manages billions of monthly ad impressions from which it derives the largest supply of location based advertising inventory in the market. For over a million national and local advertisers, xAd delivers targeted mobile location@scale.

 “This is a perfect fit for us,” said Di-Ann Eisnor, vice president of platforms and partnerships at Waze. “By integrating xAd’s unique targeting technology into our platform we are able to tap into their vast number of hyper-local advertisers in order to both augment our own direct ad sales efforts and provide our users with advertising that more effectively presents fast, relevant location details and information that match their needs. As a result, we are able to provide our users with added value in time and money saved on the road due to greater awareness of nearby offers and locations – all while staying true to the Waze experience.”

“We are delighted to be able to help Waze take its Location Guided Advertising to the next level,” said Chi-Chao Chang, president of products & technology, xAd. “An important component of this partnership was working with Waze to provide ad targeting that not only drove smarter ads but fully integrated into the Waze user experience as opposed to traditional ads which can be more intrusive. Through this execution Waze is now able to provide real value to users while allowing advertisers a way to reach potential customers in literally their last mile prior to purchase.”

Edited by Brooke Neuman

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