Mobile location intelligence firm PlaceIQ scores $15M

If there’s one thing marketers can’t seem it get enough of, it’s data for better targeting potential customers. And it seems investors can’t get enough of companies that do just that.

PlaceIQ, a New York City-based startup that’s developed a mobile location intelligence platform, has raised $15 million in a third round of funding led by Harmony Partners. The company has now raised around $28 million in total.

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PlaceIQ’s patent-pending technology helps advertisers directly target their ads to mobile users depending on their current location, where they’ve been in the past, and behaviors gleamed from location data. Yes, some of that tech seems kind of scary — it can classify you as an “avid golfer” depending on your time on the links, for example.

(Mobile advertising technologies will be a big topic at VentureBeat’s invitation-only Mobile Summit, April 14-15.)

In addition to furthering development of its platform, PlaceIQ says it will use the funding to target enterprise business intelligence later this year — something which could help businesses learn from their employee’s location data.

The company has also scored a major partnership with French PR giant Publicis Groupe, which will use PlaceIQ’s tech across its many agencies.

Iris Capital, a new investor, also participated in the round, along with existing investors US Venture Partners, IA Ventures, and others.