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Foursquare-Factual Merger Sets Up Location Data Alternative to Google and Facebook

Dennis Schaal photo
Dennis Schaal

Photo Credit: Foursquare and Factual, two location-based ad services providers, have merged.  Foursquare

Skift Take

Foursquare absorbing competitor Factual solidifies its position as a leader in location-based ad targeting services. Advertisers will likely welcome the strengthening of a rival to Google and Facebook in this particular advertising realm.

Foursquare, a pioneer in consumer check-ins a decade ago that pivoted into location data services for ad targeting, is merging with a competitor, Factual. The tie-up — the terms of which was not disclosed — pairs two already strong players in location data advertising services, and strengthens them as an alternative to Google and Facebook as a provider of these mobile-based services. New York-based Foursquare and Los Angeles-headquartered Factual, both founded a little more than a decade ago, had collectively raised nearly $500 million in venture capital funding, according to Crunchbase. The current coronavir

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