With its recent acquisition of ZAPP360, Altice\u2019s a4 Local Solutions fills the geo-marketing space in its single-platform solution for local advertisers.<\/p>\n
Active on both the national and local side, a4 regularly confronts the complexities of trying to help local advertisers, who \u201cdon\u2019t have a lot of time and don\u2019t have a lot of bandwidth to deal with multiple parties,\u201d says President Paul Haddad in this interview with Beet.TV.<\/p>\n
\u201cSo when they talk to someone, they would like to buy a solution for their advertising,\u201d he adds, citing local television, digital video and display, social media and mobile targeting.<\/p>\n
With its previous acquisition<\/a> of Audience Partners, a4 added local, audience-based optimization. What ZAPP360<\/a> brings to the table is the mobile targeting piece.<\/p>\n \u201cWhat we were missing was geo-targeted mobile messaging,\u201d says Haddad<\/a>, who founded and led Cablevision\u2019s data business, which used census-level audience data from set-top boxes in millions of households in the New York DMA. Netherlands-based Altice acquired Cablevision Systems\u00a0Corp. for $17.7 billion in 2016.<\/p>\n After testing with ZAPP360 for about a year, \u201cthe results were phenomenal and we decided we might as well start adding them to our portfolio. We completed the acquisition two weeks ago and we\u2019re very excited about it.\u201d<\/p>\n