Foursquare
Location intelligence, attribution and geospatial data software for enterprises.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Foursquare Labs, Inc.
- Entity type
- COMPANY
- Founded
- 2009
- Company size
- 501–1,000
- Market role
- Data Provider / Broker
- Official website
- foursquare.com
What Foursquare does
Foursquare operates a B2B location intelligence model built on proprietary place, movement and geospatial datasets. It packages these assets into software and data products for two main use cases: advertising and marketing measurement/activation, and broader enterprise/developer location intelligence. Value is created by turning physical-world behavioural and venue data into usable APIs, datasets, analytics environments and campaign tools that customers embed into marketing, analytics and product workflows.
Category differentiation
This is the enterprise location intelligence company, not merely the legacy consumer check-in app. It should also be distinguished from pure mapping providers or standalone DSPs, because its core strength is location data, attribution and geospatial analytics.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Foursquare is a private location technology company that sells geospatial data, audience activation, attribution and spatial analytics products to businesses. Its core commercial offering is B2B: advertisers, agencies, enterprises, developers and data teams use its products to measure store visits, build audience segments from real-world behaviour, run proximity targeting, access point-of-interest datasets and analyse spatial data. Although it still has a consumer app presence through Swarm, the provided product set shows an enterprise-led business centred on data and software rather than a consumer social network. The company makes money through a mix of SaaS subscriptions, usage-based API and compute pricing, data licensing and advertising-related activation and measurement fees. Its product breadth has been expanded through acquisitions and merger activity, notably Placed for attribution, Factual for POI and audience data, and Unfolded for geospatial analytics and visualisation.
Company news briefing
Briefing updated:
Foursquare remains integrated into Infillion's ad tech ecosystem following its recent acquisition, enhancing omnichannel capabilities and cross-channel attribution. Concurrently, the platform continues to release location intelligence data, including aggregated foot traffic analyses for Black Friday retail holiday planning and seasonal campaign guides. These developments underline the ongoing utility of Foursquare's physical world datasets in powering programmatic targeting and brand campaigns.
Business model & monetisation
Foursquare monetises through several commercial mechanisms: SaaS subscriptions for attribution and spatial analytics products; usage-based or volume-based pricing for APIs, compute and data access; data licensing for place and geospatial datasets; and advertising-related activation or measurement fees for audience and proximity products integrated with programmatic workflows. This creates a blended revenue model spanning software subscription, data licensing and adtech-related fees.
- Attribution and analytics software
- SaaS / software subscription
- Place data and geospatial datasets
- Licensing and data subscription
- Places API and compute usage
- Pay-per-use / transactional API
- Audience activation and proximity targeting
- Percentage take-rate and activation fees
- Consumer app monetisation
- Ad-supported
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Technology
Competitors & alternatives
- TalkingData
Chinese adtech platform for mobile analytics, attribution and data services.
- Azira
Privacy-first location intelligence for targeting, activation and attribution.
- InMarket
Location-based adtech for audience activation and real-world measurement.
- Attain
Commerce data platform for targeting, insights and purchase-based measurement.
- Similarweb
Digital intelligence software for web, app, ecommerce, and advertising insights.
Side-by-side comparisons
Featured market maps
- Digital Out of Home Map Germany
This overview provides a concise snapshot of the German DOOH landscape and selected market participants. It is intended for orientation only and does not claim to be exhaustive. The selection is based on current market observations and publicly available information. As the German DOOH market continues to evolve rapidly, numerous additional players and specialized providers are active across the ecosystem. Further information on additional providers and market participants is available upon request or can be added upon verification.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
AdExchanger Podcast: Infillion-Foursquare, Taboola-Dianomi, WarnerMount Merger
Acquisitions · Recorded impact score: 3/5
This AdExchanger podcast episode discusses two ad tech acquisitions from last Friday: Infillion's acquisition of Foursquare, adding location data to its ad tech stack, and Taboola's acquisition of Dianomi, targeting the finance vertical. Editor-in-Chief Allison Schiff provides rationale and potential synergies. The episode also covers the Warner Bros.-Paramount merger, now dubbed 'WarnerMount', as the major antitrust hurdle was resolved when California and 11 other states settled their lawsuit. Paramount had threatened to leave California, which pressured the settlement. A new legal challenge emerged but is seen as less formidable. The discussion highlights the strategic moves in ad tech consolidation and the significant regulatory scrutiny on major media mergers.
- Infillion acquired Foursquare, adding location data to its ad tech stack.
- Taboola made an offer to acquire ad network Dianomi to target the finance vertical.
Infillion Acquires Foursquare; McCann Merges FP7 & MullenLowe in MENA
M&A · Recorded impact score: 3/5
This digest covers two major advertising industry developments. First, Infillion, an advertising technology company, has acquired Foursquare, the location data and technology platform. This acquisition will combine Infillion's ad delivery capabilities with Foursquare's location intelligence to enhance cross-channel advertising, particularly for CTV and in-store attribution. Second, McCann Worldgroup has merged its agencies FP7 McCann and MullenLowe in the MENA region to create a unified agency brand, McCann. This consolidation aims to streamline operations and enhance McCann's integrated marketing offerings across the Middle East and North Africa.
- Infillion acquires Foursquare, combining ad tech with location data and attribution.
- The acquisition of Foursquare is aimed at enhancing connected TV and cross-channel advertising capabilities.
Infillion Acquires Foursquare to Bolster Location Data
M&A · Recorded impact score: 4/5
Infillion, a rapidly expanding ad tech company, has acquired Foursquare, a location intelligence company, to enhance its omnichannel platform. The terms of the deal were not disclosed. Foursquare, known for its consumer check-in app, pivoted to B2B location data, covering over 100 million points of interest and serving clients like Apple Maps and Uber. Infillion's CEO, Rob Emrich, stated the company will remain an active acquirer as clients prefer omnichannel solutions. This acquisition follows Infillion's purchase of Catalina in February and MediaMath in 2023, reflecting its strategy to combine physical world data for better attribution.
- Infillion acquires Foursquare, adding location data to its ad tech stack.
- Terms of the deal were not disclosed.
Top 25 DMAs for Black Friday Shopping: Matching Retail Strategy to Market Surges
Recorded impact score: 3/5
As you plan your retail holiday campaigns, success hinges on truly understanding your core audience and current market dynamics. In this analysis, we examined Foursquare’s aggregated foot traffic data across the nation’s 25 largest retail markets on Black Friday 2025. The data reveals dramatic regional shifts in shopper urgency, providing a framework for smarter directional […]
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Questions about Foursquare
What is Foursquare?
Foursquare is a private location technology company that sells place data, audience activation, attribution and geospatial analytics products to businesses.
Who uses Foursquare?
Its main users are advertisers, agencies, developers, enterprises, data teams, GIS analysts and product teams that need location intelligence or ad measurement.
How does Foursquare make money?
It makes money through SaaS subscriptions, API and compute usage fees, data licensing, and advertising activation and measurement fees.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
18 publicly documented primary sources and citations linked across the market graph.
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