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EQ Works signs mobile measurement deal with Factual

Toronto-based mobile marketing company EQ Works has formed an agreement with Los Angeles-based audience measurement company Factual. Factual's measurement system identifies an audience based on nearby locations, retail chains visited in the past, and other behaviours related to shopping, travel, dining and entertainment preferences. EQ Works will use this data to send contextual mobile advertising to audiences matching predetermined sets of criteria. According to the company, EQ Works is the first Canadian agency to make use of Factual's system.

"Our goal is to better interpret mobile interactions to help advertisers reach their audiences when and where they are most likely to engage with the message," said David Katz, executive vice-president of EQ Works. "Our mobile targeting platform enriched by Factual's database allows us to do just that with meticulous detail."

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