Information Technology

Factual Careers, Pay and Expert Network

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Factual, launched in October 2009, is an open data platform developed to maximize data accuracy, transparency, and accessibility. It provides access through web service APIs and reusable, customisable web applications. It is described by its founder, Gil Elbaz as "a platform for anyone to share and mash open data". Factual has data sets about local place information, entertainment and information derived from government sources. Dr Tim Chklovski co-founded the company. Commercial consumers of the datasets include Facebook Places and SpatialMatch. Factual intends to provide discounts to data consumers that contribute improved data back, in order to encourage crowd sourcing and other collaborative approaches to data creation and curation. Currently, Factual has three offices: two in California (Los Angeles and Palo Alto) and one in Shanghai, China. Factual is currently using its location-based data-mining for purposes of geotargeting advertisements to smartphone users. This service, known as Geopulse, makes use of location-tracking data (since each smartphone acts by default as a GPS tracking beacon, and much can be learned about each users interests, income, and spending habits simply by virtue of where each person spends his/her time), data gathered from web-browser cookies (which show search-interests histories), and other sources (such as census data). This enables highly specific ads to be targeted to users when they are most likely to be "receptive" (i.e. vulnerable) to the influence of advertising.


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