Foursquare Merges With Factual, Another Location-Data Provider

guest · Apr 6, 2020

Foursquare merges with Factual
April 6, 2020
https://techcrunch.com/2020/04/06/foursquare-merges-with-factual/

Foursquare, the 10-year-old location platform based in New York City, has today announced its plan to merge with Factual.
The terms of the deal were not disclosed.

In 2014, Foursquare split its main app into two separate apps, the Foursquare City Guide and Swarm.
Swarm let users check in to locations and earn mayorships and other stickers, with a focus on social utility that was eventually de-emphasized in favor of life logging.
Factual, for its part, also launched in 2009 as a repository for open data, but over time it has become increasingly focused on using its location data to improve advertising.
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Factual’s Elbaz argued that there’s not only a huge opportunity in the location data space, but also a need to combat the threat posed by the digital ad “duopoly” of Google and Facebook. This is a sentiment that has been echoed by Foursquare, which says that a vertically integrated, solely location-focused company is better for data privacy than ad-first companies like Facebook and Google.

“Both companies have long maintained that there is a need for independent, neutral location data, available outside of the walled gardens, and we expect near-term that the walled gardens will relent and seek out an independent partner,” said David Shim. “Foursquare is primed to be that provider.”

The combined entity will represent some of the largest location data sets in the world, spanning more than 500 million devices, a panel of 25 million opted-in, always-on users and more than 14 billion user-confirmed check-ins.
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Factual And Foursquare Merge To Become Location Data Powerhouse

The deal represents one of the biggest moves in the location technology space.
It is underpinned by more than $150 million in combined revenue in more than 20 global markets. Clients include Microsoft, Uber, Samsung, Snap, Twitter, and more than half of the Fortune 100 companies.
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Factual: Factual Joins Foursquare to Create Clear Location Market Leader

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