In 2020, Driveline's Founder, Peter Sayer, was at a University of Florida football game where he met a marketing agency owner facing a challenge with one of the nations largest mattress companies. The agency owner needed foot traffic patterns for the retail store locations in order to develop a marketing campaign. Peter suggested using technology to solve the issue and approached his former technology collaborator and Driveline co-Founder, Noel Baron. Noel was confident he could build a platform to deliver the insights if they could find the data. Thus, the idea for DriveLine was born.

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As a test case, Peter and Noel asked a competitor in the location-based space if they could pull a foot-traffic report for Times Square during the few days around New Year's Eve. The competitor could do it but it would take a week or two to deliver. Noel and Peter believed waiting that long for data was unacceptable.

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Additionally, Driveline understood the need to go beyond insights to provide a solution where businesses can also advertise directly to these audiences without the fuss of additional complicated datastets, DSPs or ad networks.

 

This realization led to the development of Driveline, a platform that offers accurate, ethically-sourced, compliant data that empowers brands to learn more about their most relevant audiences by gaining insights into their movement and behaviors.