PayPal And Dunnhumby Pour $1.2M Into Pulsate

PayPal and consumer science company Dunnhumby have partnered up to drop $1.2 million in funding into Pulsate.  Pulsate’s platform targets ad content based on a user’s location and preferences.

Called an “end-to-end context marketing” platform, brands use the service to help customers zoom in on the best elements of their aps, as well as leverage customer location.

Pulsate founder and CEO Patrick Leddy says the service  integrates with new or existing apps, then its SDK collects information on the way users behave inside the app.

The platform also evaluates social data, geofences and data on Beacons the app sees to deliver this relevant content.

“Location alone is a weak context, for interactions to make sense you need to segment against behavioural data, interests, past purchases and that’s just the beginning. Think of Beacons as the cherry on top of a layered contextual cake,” he told TechCrunch.

Competitors to Pulsate include Gimbal, Urban Airship and Estimote, among others.