InMarket
Location-based adtech for audience activation and real-world measurement.
Available information varies by company and source.
Profile record updated:
Company facts
- Entity type
- COMPANY
- Founded
- 2010
- Headquarters
- United States
- Company size
- 201–500
- Market role
- AdTech Vendor
- Official website
- inmarket.com
What InMarket does
InMarket operates a hybrid adtech model combining software, data and media execution. It creates value by collecting and organising location, behavioural and shopping signals, turning those signals into targetable audiences and predictive models, activating campaigns across digital channels, and then measuring real-world outcomes such as visits and sales. Revenue is generated from campaign spend flowing through its activation products, licensing or bundling proprietary data assets, and charging for analytics and measurement capabilities delivered as platform software or embedded services.
Category differentiation
InMarket is an advertising technology company focused on location-based audiences, activation and measurement, not a consumer shopping app or a pure data broker. It is distinct from general DSPs because its positioning centres on real-world location and store-visit outcomes.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
InMarket is a US-based adtech company that sells location-informed audience, activation and measurement products to advertisers, agencies and media buyers. Its platform combines first-party and opted-in location and shopping signals with campaign execution and attribution tools, enabling brands to target consumers, run omnichannel campaigns and measure store visits, sales lift and incrementality. The company makes money through media activation spend, access to audience data and software-style measurement and analytics products. Its product set spans self-serve ad buying, audience segmentation, real-world visitation data feeds and campaign measurement, with acquisitions such as Thinknear, NinthDecimal assets, Key Ring and ChannelMix broadening its location, loyalty and analytics capabilities.
Company news briefing
Briefing updated:
Under the leadership of Co-Founder and CEO Todd Dipaola, InMarket has further advanced its outcome intelligence framework through a formalised partnership with Madhive and expanded campaign measurement capabilities across Pinterest and TikTok. The company continues to enhance its foot traffic and CPG attribution offerings, incorporating insights from industry dialogues and recent Cannes presentations.
Business model & monetisation
InMarket monetises through a blended model. The primary stream is advertising spend routed through its activation and self-serve media products, likely using impression-based and performance-linked campaign pricing. Additional revenue comes from licensing or bundling proprietary audience and visitation data, plus SaaS-style fees for measurement, analytics, insights and optimisation products. The overall commercial structure combines media margin, data monetisation and recurring software revenue.
- Campaign activation spend
- Media buying fees and media margin on omnichannel delivery
- Measurement and analytics platform access
- SaaS / software subscription
- Audience and visitation data products
- Data licensing and bundled data fees
- Custom insights and analytics projects
- Service fee or bespoke analytical engagements
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Technology
Media Channel
Competitors & alternatives
- Foursquare
Location intelligence, attribution and geospatial data software for enterprises.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Why SChain Validation Deserves More Attention in Programmatic
Supply Chain Transparency · Recorded impact score: 3/5
This article from IAB Tech Lab discusses the importance of the SupplyChain object (schain) in programmatic advertising for ensuring supply path transparency. It explains how schain records every entity that handled a bid request, but emphasizes that declaring a chain is not the same as validating it. Validation involves cross-checking each node against the public ads.txt and sellers.json files. The article highlights common issues like fabricated hops, duplicate seller IDs, and obfuscated bundle IDs. It urges exchanges, SSPs, and DSPs to implement and continuously validate schain to combat ad fraud, build trust, and protect revenue. The piece also mentions IAB Tech Lab's automated validation service and a proposed 1.1 update to the spec.
- The SupplyChain object (schain) records every entity that handled a bid request, starting from the original publisher.
- Validation of schain involves checking each node against public ads.txt and sellers.json files.
Attentive VP Jema Birkmeyer Discusses AI's Role in Lifecycle Marketing
AI in Marketing · Recorded impact score: 1/5
In a MarTech Series interview, Jema Birkmeyer, VP of Strategic Accounts at Attentive, discusses the evolving landscape of lifecycle marketing as AI and agentic AI take on more campaign decisions. She highlights a shift from rule-based marketing to direction-setting, where AI handles millions of real-time decisions about audience, messaging, timing, and channel, allowing marketers to focus on strategy and creativity. Birkmeyer emphasizes the need to balance short-term conversions with long-term customer value, noting that 65% of shoppers are open to more relevant messages, while 80% ignore irrelevant ones. She discusses the changing role of segmentation, the importance of deliberate testing for creative and strategy, and the risk of brands losing relevance through over-automation. The interview underscores that AI enhances but does not replace the need for human insight and creativity in building lasting customer relationships.
- Jema Birkmeyer is VP of Strategic Accounts at Attentive.
- Attentive is an omnichannel marketing platform for SMS, email, RCS, and push.
InMarket Blog: New Posts on Pinterest, TikTok, Madhive Partnership, and Measurement Insights
Recorded impact score: 5/5
InMarket published new blog posts covering Pinterest campaign analysis, interviews with CPG Guys and TikTok's Ann Nguyen, a Madhive partnership announcement, foot traffic measurement 101, and Cannes insights.
Explore company relationships
Questions about InMarket
What is InMarket?
InMarket is a private adtech company that provides location-based audience targeting, omnichannel media activation and real-world measurement tools for advertisers and agencies.
Who uses InMarket?
Its users are advertiser brands, media agencies, programmatic buyers, analytics teams and consumer insights groups that need audience targeting and store-visit or sales measurement.
How does InMarket make money?
It earns revenue from campaign spend on its activation products, from proprietary audience and visitation data, and from software-style measurement and analytics offerings.
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.
17 publicly documented primary sources and citations linked across the market graph.
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