Gimbal
Gimbal is a location intelligence platform providing foot traffic attribution and real-time location-based audience targeting for advertisers. Founded in 2011 in Los Angeles, it now operates as the Location Intelligence module within Infillion's composable advertising platform, serving agencies, brands, and retail media networks.
- Company typePrivate
- Founded2011
- HeadquartersLos Angeles, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Gimbal does
Gimbal is a location intelligence platform that provides location-based audience targeting, foot traffic attribution, and real-time location data for advertising and marketing analytics. Founded in 2011 and headquartered in Los Angeles, the company was acquired by Infillion and now operates as a discrete product unit within Infillion's composable advertising platform, positioned as one of 190+ interoperable components alongside MediaMath DSP, TrueX, InStadium, and Catalina.
Gimbal's technology stack focuses on physical-world data signals — geographic movement, foot traffic, and proximity events — that feed into programmatic advertising targeting and measurement. The product is delivered through Infillion's agentic-native platform architecture, which allows marketers to compose solutions through managed service, self-serve workflows, or the "Infillion Agent Connector" interface. Historically, Gimbal pursued an acquisition-led growth strategy, acquiring Drawbridge's managed media business in 2018, InStadium in 2020, and true[X] for approximately $100 million in 2020.
Gimbal generates revenue as a component sold within Infillion's broader advertising technology offering, targeting agency holding companies, independent agencies, brands, retail media networks, commerce media networks, and local media. Specific pricing, contract structures, and revenue mechanics are not publicly disclosed. Matthew Russo serves as combined CMO/COO, and Alex Irby Carter serves as Vice President of Business Development. The company is private and operates with 51-100 employees.
Gimbal firmographics
Firmographics- Name
- Gimbal
- Legal name
- Infillion
- Website
- https://gimbal.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Gimbal is a location intelligence platform providing foot traffic attribution and real-time location-based audience targeting for advertisers. Founded in 2011 in Los Angeles, it now operates as the Location Intelligence module within Infillion's composable advertising platform, serving agencies, brands, and retail media networks.
- Ownership category
- akta.pro rank
Gimbal industry classification
Industry- Product category
- Location Intelligence & Advertising Technology
- akta.pro primary industry
- Location Intelligence, Analytics & Geospatial BI (BPAMANAE)
Keywords
Where Gimbal is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Markets served
Gimbal business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales
Gimbal product offering
Product offeringCore offering
Gimbal is a location intelligence platform that provides location-based audience targeting, foot traffic attribution, and real-time location data for advertising and marketing analytics. It operates as one of the 190+ interoperable components within Infillion's composable agentic-native advertising platform, enabling marketers to leverage geographic and physical-world data for programmatic advertising and audience engagement.
Product overview
Gimbal is a location intelligence product offered by Infillion as part of its composable advertising platform. It is listed under Infillion's product portfolio alongside other offerings including MediaMath (DSP), TrueX (interactive video advertising), InStadium (sports marketing), and Catalina (retail intelligence). Gimbal provides location-based audience targeting and foot traffic attribution capabilities, functioning as one of the 190+ interoperable components within Infillion's agentic-native composable advertising platform architecture.
Differentiator
Problem solved
Functional benefit
Products and services
- Gimbal Location intelligence platform that provides location-based audience targeting, foot traffic attribution, and real-time location data for advertising and marketing analytics. It serves marketers, agencies, and brands as one of the interoperable components within Infillion's broader composable advertising platform.
Companies that use Gimbal
Customer profileIdeal customer profiles1 record
Gimbal technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Gimbal partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights3 records
Gimbal competitors and assessment
Company assessmentDirect peers
- GroundTruth: GroundTruth offers location-based audience targeting, visit attribution, and geo-conquesting for advertisers, drawing on a panel of opted-in location signals — a head-to-head competitor to Gimbal's audience targeting and foot-traffic attribution products.
- Cuebiq: Cuebiq provides anonymized location data, audience segmentation, and foot-traffic analytics for the advertising ecosystem — directly comparable to Gimbal's location intelligence capabilities.
- Near: Near (near.co) operates the 'Allspark' intelligence platform delivering audience, movement, and location insights for marketing and data teams — comparable data product to Gimbal's location intelligence layer.
- PlaceIQ: PlaceIQ delivers location-based audience targeting and foot-traffic measurement for brands and agencies, comparable in product scope (audiences, attribution) and buyer profile to Gimbal.
- Foursquare: Foursquare's marketing and location data products (Foursquare Audience, Visits) provide audience targeting and foot-traffic attribution using its proprietary POI and panel data — directly comparable to Gimbal's location intelligence offering within adtech stacks.
- Blis: Blis is a location-powered programmatic advertising platform offering audience targeting, activation, and measurement using geo-data — overlapping with Gimbal's targeting and attribution value proposition.
Emerging players
- Placer.ai: Placer.ai offers foot-traffic data and audience insights for retail and real estate, with growing advertising measurement offerings — partial overlap with Gimbal's attribution capabilities and a meaningful emerging alternative.
- SAFEGRAPH: SafeGraph provides POI and foot-traffic data sold into advertisers, retailers, and analysts — a partial data-layer overlap with Gimbal though with a more B2B data-provider orientation.
- Veraset: Veraset provides high-quality movement and location data, with a growing focus on activation and measurement tooling — overlapping with Gimbal's data layer though with a more data-supplier orientation.
Broad incumbents
- Infillion: Infillion is Gimbal's parent platform, operating a 190+ component composable adtech stack spanning DSP, video, retail intelligence, and location — a broad incumbent whose location component is Gimbal.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Gimbal social profiles
Digital presenceGimbal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gimbal leadership team
Management profileNumber of profiles
Profiles2 records
Gimbal funding detail
Funding detailFunding overview
Funding rounds1 record
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gimbal M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gimbal
What does Gimbal do?
Gimbal is a location intelligence platform that provides location-based audience targeting, foot traffic attribution, and real-time location data for advertising and marketing analytics. It operates as one of the 190+ interoperable components within Infillion's composable agentic-native advertising platform, enabling marketers to leverage geographic and physical-world data for programmatic advertising and audience engagement.
Is Gimbal a public or private company?
Gimbal is a private company. It is classified as corporate owned and is currently operating.
When was Gimbal founded?
Gimbal was founded in 2011. It employs 51 to 100 people.
Where is Gimbal based?
Gimbal is headquartered in Los Angeles, United States, in the North America region.
Who are Gimbal's main competitors?
Direct peers on record are GroundTruth, Cuebiq, Near, PlaceIQ, Foursquare and Blis. Emerging players are Placer.ai, SAFEGRAPH and Veraset. Infillion is listed as a broad incumbent.
Does Gimbal have an API?
No public API is recorded for Gimbal.
What industry is Gimbal in?
Gimbal's product category is Location Intelligence & Advertising Technology. Its primary akta.pro industry code is BPAMANAE, Location Intelligence, Analytics & Geospatial BI.