IQ data launches IQ Audiences geo-location data audience segments, a regional first

Dubai, UAE, 16 June 2019: Dubai-based data solutions company IQ data has launched IQ Audiences, a product developed to improve MENA audience data availability for digital advertisers. Using more precise geo-behavioural segmentation, IQ Audiences leverages Mobile AdIDs as opposed to cookies to support advertisers to create highly targeted campaigns and increase ROI in their advertising investment.

Commenting on IQ Audiences, Dimitri Metaxas, CEO of IQ data said, ‘’IQ Audiences leverages large volumes of mobile device movements tracked across points of Interest (POIs) in order to help advertisers programmatically target based on physical world behaviors.  In a first for our region, geo-behavioral segmentation represents a whole new frontier for data-driven marketing strategies and our segments are now available to both regional and global advertisers.”

Multiple geo-location attributes combined with powerful processing enables opportunities for granular audience segmentation like never before. IQ data now has more than 36 Segments available across 10 MENA countries totaling an overall audience volume in excess of 130m unique users. The segments are currently available on leading marketplaces such as Narratiive, Adform, Google DV360 and AppNexus. “This marks a big milestone in our journey,” says Metaxas, “as we continue to bridge the physical and digital worlds through our bespoke data solutions.”

IQ Audiences will also be integrated into IQ GeoPlace Data Management Platform (DMP) which provides marketers with a comprehensive understanding of the complex relationships between people and places. The technology provides geographical context to business and consumer data,  leading to an enhanced single-view of aggregate datasets and simplifying the process of understanding, analyzing, and action-taking using location data at scale. This, combined with IQ Audiences, means that companies can truly understand their customer base, build better products and make better business decisions by using powerful insights data.

About IQ data

IQ data offers products and consulting services that build data-driven strategies for clients in the Ad Tech, Retail and Smart Cities segments. Specialising in location and data intelligence, the solutions provided by IQ data enable clients to gather new customer insights, optimise retail layouts and improve ROI.

IQ data specialises in geo-location data, with a focus on high accuracy of signals, high frequency of data ingestion, and a highly advanced and complex processing engine. Through all these and more, IQ data is able to translate and process geo-spatial data attributes into powerful insights and build high-performing audience segments at a record speed.

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Data. Merges the digital and physical worlds.

IQ data is focused on creating the richest location based audiences for the Middle East & Africa (MEA) regions. By leveraging multiple location signal technologies across Wi-Fi, Mobile Apps and IoT, IQ data is able to pinpoint user locations in excess of 100+ location events per device, per day. This fast growing dataset can dramatically enhance your customer and prospect insights and targeting by combining customers’ digital insights with physical behaviors from the real world.


4+ Billion
Monthly Location Events
150+ Million
Total Audiences
35+ Million
Mobile Devices
Audience Segments
Accuracy within 100m
>10 events per day


IQ Data’s audiences have been created to give more valuable insight into the MEA market, with over 500 segments created to date, and increasing daily, we link over 150 million audiences in bespoke segments that allows accurate targeting and ensures positive campaign response. Our segments cover;

Fashion, Shopping & Lifestyle


Automotive, Travel & Transportation

Food & Dining

Health & Beauty

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GeoPlace unlocks location intelligence at scale.

IQ data’s intuitive GeoPlace data management platform provides a comprehensive understanding of the complex relationships between people and places.

GeoPlace unlocks geographical context to business and consumer data via the ubiquitous mobile device, leading to an enhanced single-view of aggregate consumer movements thus simplifying the process of understanding, analyzing, and taking-action on location data at scale.

GeoPlace boasts a powerful engine capable of processing billions of data records in seconds.

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Lightweight, battery optimized, privacy compliant, and simple to optimize and test.

IQ data’s Mobile SDK has been designed as lightweight, battery optimized, privacy compliant, and simple to optimize and test. The IQ SDK facilitates collection of mobile location data in excess of 100 location signals per day and provides both vertical and horizontal accuracy of devices. As our SDK has been designed with users’ privacy at the forefront, only non-PII information will be collected through GPS, WiFi and/or Bluetooth.

The IQ data SDK offers mobile app publishers with a new source of revenue along with additional insights to enhance understanding around existing customers, their movements, habits and preferences.

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Leverage WiFi as a powerful source of actionable venue insights.

WIFI data sits at the heart of connected spaces solutions and represents a rich source of insights for venue owners working in retail, enterprise or the public sector.

We work with existing WIFI networks and transform them from utilities into powerful customer data on-boarding tools, integrating seamlessly with CRM and other advertising technologies. Rich demographic and behavioral data can be captured enabling better understanding of customers, their physical movements, unlocking granular segmentation and relevant targeting opportunities.

These insights fuel advanced marketing initiatives, either directly from within the platform, or by integrating and augmenting marketing and advertising technology stacks through seamless 3rd party integrations.

This is connected spaces

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High-level requirements translated into personalized design solution.

High-level requirements translated into personalized design solution.
IQ data’s services division providing consultancy, managed services and technology development solutions to meet any data or technology challenge.

Our team is armed with decades-worth of data sciences and technical expertise in guiding clients as they build their data strategies, infrastructure and new product development, with the aim to help our clients turn data into business insights and monetizable products.

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Location-based audience segmentation opens advertisers to a whole new world of targeting possibilities.

Utilize our custom behavioral analytics to enhance your audience segmentation and targeting, supercharge your campaign measurement, campaign attribution and more.

Multiple location attributes combined with powerful processing enables granular audience segmentation like never before.

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Aggregate devices to deliver a data-driven approach to smart city solutions.

Aggregate millions of connected devices and map across cities, neighborhoods or points of interest to deliver a data-driven approach to smart city solutions. Improve urban planning, ease traffic congestion, enhance pedestrian foot-fall and way finding or design better access to key amenities.

Geo-location signals on a large scale unlock unprecedented possibilities to developing the cities of the future.

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The new frontier in data-driven solutions.

Bridging your customers’ online buying habits with retail shopping behavior represents the new frontier in data-driven solutions.

Bridging this gap enables all new levels of sophistication in terms of CRM strategies, customer identity graph and media spends attribution amongst many other possibilities.

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The region’s location data solutions company

We began our journey back in 2016 as IQ Wifi, with the aim of helping venue owners leverage existing Wifi networks as a largely untapped resource for customer data collection and venue intelligence.

In 2018 we re-branded to IQ data and expanded our focus to all forms of location data both in-venues and outside around the world.

Today IQ data provides products and consulting services to help our clients and partners build data-driven strategies whether to surface new customer insights, optimize retail layouts or build complete data strategies from the ground-up.

Though recently established, IQ data’s employees each bring a wealth of expertise from within their respective disciplines averaging over 15 years of industry experience.

Better data.

Better understanding.

Better growth


Send us a message and we’ll get back to you as soon as possible, or visit us at:

Al Fattan Marine Towers, Office 5
JBR, Dubai, UAE