{"id":7061746,"date":"2026-09-20T04:46:04","date_gmt":"2026-09-20T04:46:04","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/infillion-acquires-foursquare-adding-more-location-data-to-its-ever-growing-ad-tech-stack\/"},"modified":"2026-09-20T04:46:04","modified_gmt":"2026-09-20T04:46:04","slug":"infillion-acquires-foursquare-adding-more-location-data-to-its-ever-growing-ad-tech-stack","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7061746","title":{"rendered":"Infillion Acquires Foursquare, Adding More Location Data To Its Ever-Growing Ad Tech Stack"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><span style=\"font-weight: 400;\">Infillion checked in with its latest acquisition on Friday: Foursquare.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apparently, if there\u2019s a strategically interesting or distressed ad tech asset on the market, Infillion will find it. Terms of the deal were not disclosed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rob Emrich, Infillion\u2019s CEO, told Axios, <\/span><a href=\"https:\/\/www.axios.com\/2026\/09\/18\/infillion-acquires-foursquare-location-data\" data-wpel-link=\"external\" target=\"_blank\"><span style=\"font-weight: 400;\">which broke the news<\/span><\/a><span style=\"font-weight: 400;\">, that it will remain an \u201cactive acquirer\u201d as clients increasingly opt for an omnichannel platform over point solutions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cActive acquirer\u201d is a bit of an understatement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before rebranding to Infillion in 2022, the company absorbed CTV ad platform TrueX, location data companies Fysical and Gimbal, OOH platform InStadium and managed services shop UberMedia. It also bought cross-device provider Drawbridge\u2019s media business. Then came a biggie. Infillion bought MediaMath out of bankruptcy in 2023 for $22 million. Finally, in February, it <\/span><a href=\"https:\/\/www.adexchanger.com\/commerce\/infillion-strikes-again-this-time-buying-the-retail-purchase-data-company-catalina\/\" data-wpel-link=\"internal\"><span style=\"font-weight: 400;\">acquired retail purchase data company Catalina<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><span id=\"more-469722\"\/>        <!-- \/987\/AdExchanger\/AdExWeb600x300 --><\/p>\n<div class=\"adex-ad-text\">\n            <img decoding=\"async\" alt=\"\" class=\"alignnone\" src=\"https:\/\/www.adexchanger.com\/wp-content\/uploads\/2018\/04\/advertisement2.png\"\/>\n        <\/div>\n<p><span style=\"font-weight: 400;\">And now, Foursquare.<\/span><\/p>\n<h2><b>Foursquare, revisited<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Founded in 2009, Foursquare was once best known as the app that let you compete with friends for \u201cmayor\u201d status at your local coffee shop. But the zeitgeist moved on and most people stopped thinking about Foursquare around 2012.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But that doesn\u2019t mean Foursquare didn\u2019t keep chugging along, albeit in a different direction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The company spun its check-in feature into a standalone app called Swarm in 2014 and then spent the better part of the next decade quietly rebuilding itself as a B2B location intelligence business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2019, it acquired attribution company Placed from Snap. Then, in 2020, it merged with location data company Factual, creating a combined entity with more than $150 million in revenue. By that point, the consumer app was basically a footnote.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, Foursquare covers more than 100 million points of interest across 200 countries, with data drawn from 250 million US devices and 16 billion human-verified check-ins. Apple Maps, Uber, Snapchat and Spotify are customers, as are all the major agency holding companies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In short, Foursquare essentially became location infrastructure, which is why Infillion was interested in it.<\/span><\/p>\n<h2><b>From mayors to data layers<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Foursquare will keep operating under its own brand name and, according to Axio, continue selling data to third-party customers \u2013\u00a0for now, at least.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That was the same assurance Infillion made with Catalina, although the company also told AdExchanger at the time that Catalina data would eventually only be exclusively available through its own platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Either way, the strategic rationale behind both the Catalina and Foursquare deals is the same.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cMarketers have been trying to prove that their advertising drives real-world outcomes for decades,\u201d Emrich said in a <\/span><a href=\"https:\/\/www.accessnewswire.com\/newsroom\/en\/publishing-and-media\/infillion-to-acquire-foursquare-closing-the-loop-between-advertising-and-real-1223779\" data-wpel-link=\"external\" target=\"_blank\"><span style=\"font-weight: 400;\">press release<\/span><\/a><span style=\"font-weight: 400;\">. \u201cWalled gardens and retailer apps can only measure what happens inside their own environments.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The pitch is that Catalina and Foursquare together give Infillion a broader view of what people do in the physical world. It\u2019s an attribution story more than anything. Catalina knows what someone bought and Foursquare knows where they went.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what\u2019ll happen to Foursquare\u2019s consumer-facing apps? In addition to Swarm, Foursquare also owns Superlocal, an AI-powered map and local discovery app it acquired last year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Infillion says it\u2019s evaluating options, including potentially open-sourcing the models and pursuing strategic relationships.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Their fate is more than just a function of nostalgia for a simpler time when being the mayor of a coffee shop meant something. Foursquare\u2019s first-party check-in data is part of what makes its location panel valuable in the first place.<\/span><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Infillion checked in with its latest acquisition on Friday: Foursquare. Apparently, if there\u2019s a strategically interesting or distressed ad tech asset on the market, Infillion will find it. Terms of the deal were not disclosed. Rob Emrich, Infillion\u2019s CEO, told Axios, which broke the news, that it will remain an \u201cactive acquirer\u201d as clients increasingly [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7061747,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[11354,223766,10937,32753,11603,223770,4731,25729,223767,9483,223768,13352,223769,4172,5107],"dealstore":[],"offerexpiration":[],"class_list":["post-7061746","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-acquires","tag-ad-tech-acquisition","tag-adding","tag-catalina","tag-data","tag-evergrowing","tag-featured","tag-foursquare","tag-infillion","tag-location","tag-location-data","tag-marketers","tag-rob-emrich","tag-stack","tag-tech"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Infillion Acquires Foursquare, Adding More Location Data To Its Ever-Growing Ad Tech Stack - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7061746\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Infillion Acquires Foursquare, Adding More Location Data To Its Ever-Growing Ad Tech Stack - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Infillion checked in with its latest acquisition on Friday: Foursquare. 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