PlaceIQ
PlaceIQ was founded in 2010 as a location-intelligence startup focused on mobile advertising.
Profile
Sell location-based audience data and foot-traffic analytics for digital advertising and retail measurement.
PlaceIQ was founded in 2010 as a location-intelligence startup focused on mobile advertising. Its core technology used mobile location data to build behavioral profiles for ad targeting and measurement. In 2022, PlaceIQ was acquired by Precisely, a data integrity company backed by Clearlake Capital and TA Associates.
The acquisition folded PlaceIQ's products into Precisely's portfolio, specifically Precisely Audiences and Precisely Visits. Precisely itself was acquired by NIQ (NielsenIQ) in 2024; NIQ reported Q1 2026 revenue of $1.07 billion, up 11.1% year-over-year, with its Intelligence segment (which includes the former PlaceIQ assets) growing 5.1% in organic constant currency. NIQ serves over 12,000 organizations globally, including 93 of the Fortune 100.
PlaceIQ's original products—audience segments based on real-world behavior and foot-traffic analytics—now operate under the Precisely brand. The company's market position is as a component of a larger data integrity and consumer intelligence stack, rather than as an independent vendor. Its technology is used primarily for programmatic advertising, store visitation measurement, and competitive location analysis.
The financial trajectory of the combined entity shows steady subscription growth, with NIQ reporting 104% net dollar retention and 99% gross retention in Q1 2026. PlaceIQ's original customer base included major brands and agencies, but post-acquisition, the client list is subsumed under Precisely and NIQ. The interesting current dynamic is how PlaceIQ's location data fits into NIQ's broader push into AI-powered commerce intelligence, as NIQ's CEO cited AI investments as a key growth driver in Q1 2026.
Who buys this
- Brands and retailers running programmatic advertising campaigns
- Media agencies and demand-side platforms (DSPs) targeting consumers by real-world behavior
- Retail and real estate firms analyzing store visitation patterns and competitive foot traffic
- Consumer packaged goods companies measuring ad effectiveness via store visits
Strengths and what to watch
Strengths
- Part of a larger data integrity platform (Precisely/NIQ) with access to over 12,000 enterprise customers and 93 of the Fortune 100
- Proprietary visitation data integrated into Precisely Audiences and Precisely Visits, offering over 1,200 audience segments
- Parent company NIQ reported 104% net dollar retention and 99% gross retention in Q1 2026, indicating sticky subscription revenue
Watch for
- PlaceIQ is no longer an independent company; its technology is now a component of Precisely and NIQ, making its standalone market position hard to assess
- The location data industry faces ongoing privacy regulation (e.g., GDPR, CCPA) and platform restrictions (iOS ATT) that could limit data collection and targeting efficacy
- Integration risk: PlaceIQ's products must compete for internal resources and attention within a much larger organization (NIQ's $1.07B quarterly revenue) and may be deprioritized
Key Information
- Industry
- Location Intelligence
- Founded
- 2010
Frequently Asked Questions
What does PlaceIQ do now after being acquired?
PlaceIQ's location-based audience data and foot-traffic analytics now operate under Precisely, which was acquired by NIQ in 2024. Its technology powers Precisely Audiences and Precisely Visits for programmatic advertising and retail measurement.
Who owns PlaceIQ currently?
PlaceIQ is owned by NIQ (NielsenIQ) through its subsidiary Precisely. Precisely acquired PlaceIQ in 2022, and NIQ bought Precisely in 2024. NIQ reported $1.07 billion in Q1 2026 revenue and serves over 12,000 organizations.
What products does PlaceIQ offer for location data?
PlaceIQ's products are now Precisely Audiences and Precisely Visits. Precisely Audiences provides over 1,200 audience segments based on real-world behavior, while Precisely Visits offers foot-traffic analytics for store visitation measurement and competitive analysis.
Who uses PlaceIQ's location analytics technology?
Brands, retailers, media agencies, and demand-side platforms use PlaceIQ's technology for programmatic advertising targeting. Consumer packaged goods companies and real estate firms also use it for measuring ad effectiveness via store visits and analyzing competitive foot traffic.
How is PlaceIQ's location data performing financially under NIQ?
NIQ's Intelligence segment, which includes PlaceIQ's assets, grew 5.1% in organic constant currency in Q1 2026. NIQ reported 104% net dollar retention and 99% gross retention, indicating strong subscription stickiness for the combined entity.
What privacy risks affect PlaceIQ's location data business?
PlaceIQ faces ongoing privacy regulation like GDPR and CCPA, plus platform restrictions such as Apple's iOS ATT. These limit data collection and targeting efficacy, posing challenges for location-based advertising and foot-traffic analytics in the broader industry.
Sources
- www.placeiq.com — PlaceIQ is now part of Precisely; product portfolio includes Precisely Audiences and Precisely Visits; acquisition by Precisely in 2022
- investors.nielseniq.com — NIQ Q1 2026 revenue of $1.07B, 11.1% growth, 5.1% OCC growth in Intelligence segment, 104% net dollar retention, 99% gross retention, 93 of Fortune 100 as customers
- www.precisely.com — Precisely's acquisition of PlaceIQ announced in 2022; Clearlake and TA Associates as backers
- techcrunch.com — PlaceIQ founded in 2010; raised $15M Series C in 2014; CEO Duncan McCall; focus on location-based mobile advertising