Factual

Leading location data provider acquired by Foursquare

Factual was a location data and intelligence company that provided comprehensive geolocation data, places data, and location-based audience insights to advertisers, marketers, and app developers. Founded by Gil Elbaz, who previously created Applied Semantics (acquired by Google and became AdSense), Factual built one of the world's largest repositories of location data, including points of interest, business listings, and mobile location intelligence. The company's platform enabled advertisers to target audiences based on real-world location behavior, measure foot traffic attribution, and enrich their data with location context. In 2020, Factual was acquired by Foursquare in a deal that combined two of the leading location intelligence platforms in the industry. Following the acquisition, Factual's technology and data assets were integrated into Foursquare's platform, with the combined entity operating under the Foursquare brand. The acquisition created one of the most comprehensive location technology and data companies, serving thousands of customers across advertising, retail, hospitality, and other industries. While the Factual brand no longer operates independently, its legacy continues through Foursquare's expanded location intelligence capabilities. Factual's impact on the AdTech ecosystem was significant, as it helped pioneer the use of location data for advertising targeting and measurement. The company's data was used by major demand-side platforms, data management platforms, and advertisers to improve campaign performance through location-based audience segmentation and attribution.