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Acquired byYP

General Information
CategoryAnalytics/Big Data
Phone646 758-6227
DescriptionMobile location advertising


New York City, USA
1123 Broadway
Suite 817
New York City, NY, 10010


Chief Scientist
VP Product Management
VP of Engineering
VP, Marketing
Vice President, Client Service, Consultant
Board of Directors
Chief Privacy Advocate and Co-Founder
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Series A, 4/2008
Drobny Global Advisors
The Challenge Funds
Passport Capital
Series B, 6/2009
Intel Capital


Sense Networks

Sense Networks applies big science to mobile location data for predictive analytics in advertising.

The company’s technology platform, MacroSense®, builds proprietary mobile user profiles which incorporate over 1,000 behavioral attributes that are extracted from location data. MacroSense receives streaming location data from mobile phones in real-time, processes the data in the context of billions of historical data points, and analyzes it to better understand human activity and apply the insights to mobile advertising.

MacroSense currently processes 170 billion location points per month into profiles. More than any company other than Google or Facebook.

Sense’s AdMatch™ real-time bidding ad platform targets and serves the ads through mobile ad exchanges, acting as a Demand Side Platform (DSP) with brand and agency clients. The integration of rich MacroSense profiles provides a built in Data Management Platform (DMP) to deliver extremely sophisticated and effective mobile ad targeting “beyond place.”

Sense Networks was founded in 2003 and incorporated in early 2006. The founding team is composed of top computer scientists from MIT and Columbia University.

Sense Networks won the 2009 AlwaysOn OnMedia Top 100 Award, was named by Gartner as one of its 2009 Cool Vendors in Context-Aware Computing, and was proclaimed one of “The World’s Most Intriguing Startups” by Business Week. CEO David Petersen has been featured by Forbes magazine in their series of Forbes Insights profiles of Thought Leaders changing the business landscape.

Recent Milestones




Launch DateJune 9, 2008

Citysense is an mobile application for local nightlife discovery and social navigation, answering the question, “Where is everybody?”

Citysense shows the overall activity level of the city, top activity hotspots, and places with unexpectedly high activity, all in real-time. Then it links to Yelp and Google to show what venues are operating at those locations. Citysense is a free demonstration of the Macrosense platform.

Citysense eliminates the need to search from small handheld devices. Instead, Citysense passively “senses” the most popular places based on actual real-time activity and displays a live heat map. The application intelligently leverages the inherent wisdom of crowds without any change in existing user behavior, in order to navigate people to the hottest spots in a city. And it’s not dependent on having a critical mass of users on the system.

The application learns about where each user likes to spend time – and it processes the movements of other users with similar patterns. In its next release, Citysense will not only answer “where is everyone right now” but “where is everyone like me right now.” Four friends at dinner discussing where to go next will see four different live maps of hotspots and unexpected activity. Even if they’re having dinner in a city they’ve never visited before.

Sense Networks has built a unique back-end infrastructure that processes years of data encompassing billions of points of positioning data. Created on the Macrosense platform, Citysense leverages this historical data analysis to normalize live location data originating from tens of thousands of devices and users moving throughout a given city.


Macrosense is a real-time location data aggregator.

At the heart of Macrosense are powerful machine learning algorithms that process time-stamped location data and metadata streams from heterogeneous sources – GPS, WiFi positioning, cell tower triangulation, RFID and other sensors – and empower companies and investors to better understand and predict human behavior on a macro scale.

Traffic Analytics




  1. In Its First Acquisition, YP Buys Mobile Ad Company Sense Networks ( [edit]
  2. VentureBeat ( [edit]
  3. Sense Networks gets $6M in hotly contested deal for “tribe” advertising ( [edit]
  4. Citation Needed [add]
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