Cary News

MaxPoint opens London headquarters

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.

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.