Targeted mobile advertising company Jumptap has partnered with PlaceIQ to launch hyper-local capabilities. The data provider processes large amounts of unstructured, anonymous location-based data types to extract patterns, trends, intelligence and context. The resulting hyper-local 'location profiles' – which can be narrowed down to a city block - suggest the likely context and behaviour of an anonymous user, or device.

Jumptap also appointed Matthew Mulderink as its director of retail. As well as  leading the company's strategy for retail publishers and advertisers, Mulderink will support teams across the organisation, and continue to build upon the company’s position in mobile retail.

“Jumptap’s retail business experienced explosive growth in 2011, and retailers who leveraged our unique third-party data to target specific audience segments during the holiday season saw significant performance uplift,” says Todd Anderman, chief media and revenue officer, Jumptap. “Matthew’s retail expertise combined with our retail insights, existing third-party data relationships, and the addition of PlaceIQ’s hyper-location data will help our retail partners further integrate targeted mobile advertising into their overall media mix and increase sales.”