MaxPoint, a Morrisville company that provides online targeted advertising technology, announced Tuesday that it has established a European headquarters in London.
The office will help the company expand operations throughout Europe and serve as a hub for the region.
MaxPoint has created the digital equivalent of ZIP codes by dividing geographic regions into thousands of neighborhoods.
By analyzing billions of data points – including sales data from thousands of brick-and-mortar stores as well as a wealth of online and social media data – the company can identify neighborhoods that are fertile grounds for a particular product or service. It can also specify which retailers have stores nearby.
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MaxPoint was founded in 2007. The company is set this summer to move into a new Duke Realty office building under construction at Perimeter Park.
MaxPoint is leasing 42,000 square feet in the building, quadruple its existing space.