The People Platform

What The People Platform does

The People Platform is a US-based enterprise software company that provides behavioral intelligence to brands, advertisers, and place-based media owners by combining mobile/location telemetry, first-party consumer survey data, and third-party data through proprietary audience-estimate algorithms. Founded in 2016 and legally organized as The People Platform LLC (Massachusetts) with its commercial headquarters at One World Trade Center in New York, the company was acquired by Stagwell Marketing Cloud in 2023 and now operates as a component of Stagwell's Marketing Cloud Platform martech suite.

The platform is organized around four integrated products: Audience Measurement (a currency-grade service using custom algorithms to quantify audience demographics and engagement for cinema, digital out-of-home, and custom contexts); Location Intelligence (geo-spatial mapping of consumer movement, foot traffic, and pathways using polygon and radius geo-telemetry with persistent device identifiers); Consumer Response (a first-party survey panel in which consumers voluntarily share information in exchange for incentives such as digital gift cards); and Consumer Segments (pre-built behavioral segments for targeting and competitive analysis, distributed via programmatic, social, and search channels). The company's measurement footprint reaches nearly 4,000 movie theater locations across North America, and its data is integrated into Nielsen's RLD Feed alongside TV and digital inventory.

Commercially, The People Platform operates a sales-led, enterprise B2B go-to-market with quote-based pricing, targeting brands/advertisers and media owners such as cinema exhibitors and DOOH networks. Revenue is generated through a mix of subscription-based data and measurement services, professional-services market-research engagements, and data-monetization licensing of pre-built consumer segments, with distribution concentrated in direct enterprise sales and embedded access via Nielsen and major media planning/buying platforms.

Name

The People Platform

Legal name

The People Platform LLC

Website

https://thepeopleplatform.com

Company type

Private

Founded year

2016

Operating status

Acquired

Short description

The People Platform is a US-based behavioral intelligence platform that fuses mobile/location data, first-party consumer surveys, and third-party data to deliver audience measurement, consumer insights, and targeting segments for brands, advertisers, and place-based media owners including cinema and DOOH networks.

Ownership category

akta.pro rank

Product category

Audience Measurement and Location Intelligence

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising (7310)

akta.pro primary industry

Audience Segmentation, Demographic & Identity Graph Services (MPABAOAH)

Keywords

• Audience measurement services
• Location intelligence
• Consumer behavior analytics
• Audience segmentation
• Market research services

Headquarters

HQ city

Maussane

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Audience Measurement Services: Currency measurement services for cinema, digital out-of-home, and custom audience measurement. Provides audience quantification and sizing metrics to media owners and brands, enabling them to price advertising and demonstrate value to advertisers.
2. Location Intelligence Subscriptions: Subscription-based access to geo-spatial mapping and mobility data services enabling brands to measure foot traffic, consumer pathways, and visitation patterns. Supports integration into programmatic advertising platforms and multimedia planning solutions.
3. Consumer Response Studies: Market research studies including audience measurement, ad effectiveness, consumer experience, and custom market research where consumers voluntarily share information in exchange for rewards.
4. Consumer Segments Data: Access to consumer segment data for profiles, personas, audience targeting, and competitive analysis. Enables brands to engage with targeted consumer segments through programmatic, social, or search campaigns.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

The People Platform is an enterprise software company that delivers behavioral intelligence by combining mobile/location technology, consumer surveys, and third-party data through proprietary audience estimate algorithms. Its four core offerings — Audience Measurement, Location Intelligence, Consumer Response, and Consumer Segments — enable brands, advertisers, and place-based media owners to quantify audience size, measure foot traffic, sequence consumer journeys, and target consumer segments at scale.

Product overview

The People Platform is an enterprise software company operating as part of The Marketing Cloud Platform, offering four integrated core services that work together to provide comprehensive consumer intelligence. The core platform consists of Audience Measurement (currency service using proprietary algorithms for demographic composition and engagement quantification), Location Intelligence (geo-spatial mapping and mobility data analytics), Consumer Response (first-party survey and data collection via incentivized consumer participation), and Consumer Segments (behavioral segmentation for targeting and competitive analysis). These services combine mobile and location technology, consumer surveys, and third-party data to enable brands to understand and engage consumers at scale. The platform supports integration into programmatic advertising and multimedia planning solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Audience Measurement Currency service utilizing unique audience estimate algorithms to determine an audience's demographic composition and quantify engagement across cinema, digital out-of-home, and custom measurement contexts. Designed for place-based media owners and brands needing comparable audience sizing.
• Location Intelligence Geo-spatial mapping technology and anonymous device activity providing insights into consumer movement and behaviors, including visitation tracking, foot traffic measurement, and consumer pathway analysis. Used by brands and media networks to understand physical consumer behavior at scale.
• Consumer Response First-party consumer data collection service where engaged consumers voluntarily share information about themselves, their behaviors, and brand experiences in exchange for incentives such as digital gift cards. Used for audience measurement, ad impact and effectiveness, consumer experience, and custom market research studies.
• Consumer Segments Behavioral intelligence product containing groupings of individuals who share similar traits and behaviors, built from observed visitation patterns, online behavior, and trends including demographics, psychographics, and behavioral traits. Enables brands to identify consumer targets for audience targeting, activation, profiles/personas, and competitive analysis.

Quantifiable outcome

• Reached nearly 4,000 movie theater locations for national cinema measurement
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• NielsencoreTechnology or IntegrationNational CineMedia and ScreenvisionMedia integrated cinema data into Nielsen's RLD Feed, with The People Platform's measurement data included. This integration allows decision-makers to evaluate cinema alongside other channels within the premium video marketplace. The integration was described as an industry collaboration between Nielsen, NCM, ScreenvisionMedia, and The People Platform.
• ReachTVcoreStrategic or Co-development PartnerReachTV, North America's #1 television network for travelers, partnered with The People Platform for advanced audience measurement and mobility data. The partnership provided insights into viewer demographics, behaviors, and engagement throughout the airport journey. Lynnwood Bibbens, CEO of ReachTV, stated the services played a large role in increasing CPMs significantly using a data-driven approach.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Foursquare: Pioneer in location intelligence and foot-traffic analytics using mobile device data. Offers overlapping consumer visitation, movement, and POI insights comparable to TPP's Location Intelligence and Consumer Pathways products.
• PlaceIQ: Location data and audience-targeting platform serving brands and DOOH networks. Comparable technology stack (geo-spatial mapping, audience segmentation) and overlapping advertiser/place-based media customer base.
• iSpot.tv: TV and video ad measurement provider offering real-time attention, outcome, and audience analytics. Direct peer in cross-channel audience measurement for advertisers and competes for the same brand measurement budgets.
• Placer.ai: Location intelligence and foot-traffic analytics platform using mobile location data for visitation insights. Directly comparable to TPP's Location Intelligence product and cited alongside TPP in published cinema visitation analyses (e.g., Super Mario Galaxy Movie).
• Geopath: Audience measurement body for out-of-home advertising, providing ratings and circulation metrics for OOH media. Directly overlaps with TPP's DOOH audience measurement offering and serves the same place-based media owners and advertisers.

Broad incumbents

• Comscore: Cross-platform audience measurement, ratings, and analytics incumbent covering TV, digital, and theatrical. Operates a much broader portfolio but competes with TPP for advertiser and media-owner measurement budgets.
• Nielsen: Global media measurement leader whose RLD Feed integrates TPP's cinema data. While TPP is integrated as a data source, Nielsen is also the dominant competing currency provider across TV, digital, and increasingly DOOH, making it both a partner and a competitive incumbent.
• Kantar: Global market research, audience measurement, and media effectiveness firm. Competes for advertiser-side consumer intelligence and ad-effectiveness budgets that TPP's Consumer Response and Audience Measurement products target.

Emerging players

• LiveRamp: Identity resolution and data connectivity platform that powers audience analytics and activation. Comparable in the consumer-segmentation infrastructure layer TPP's Consumer Segments product operates in, with adjacent but not identical end-customer focus.
• Spatial.ai: Location-derived consumer segmentation and audience analytics provider using geo-social signals. Smaller-scale emerging competitor in the same consumer-segments space served by TPP's Consumer Segments product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/peopleplatform
• Facebookfacebook.com/peopleplatformapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The People Platform